The campaign, which includes four- and six-sheet posters and bus sides, will aim to reach a young, yet notoriously elusive, audience by targeting them in a receptive environment.
Viacom Outdoor's special projects team, Impact, signed Smirnoff Ice up for the deal, which forms a central part of a campaign, worth around £1.5 million, and gives Smirnoff Ice joint sponsorship of free travel throughout the capital alongside Transport for London and the London Underground.
The deal will give Smirnoff Ice widespread coverage on transport advertising sites across the capital, including joint branding on London Transport "noticeboard" sites and 300,000 leaflets.
The move is also the first joint marketing initiative between Ice and Black Ice.
JWT's creative work introduces the idea of "Christmas made clear", and exposes what can sometimes be false sincerity behind Christmas gifts or cards. One spot features a wrapped-up present, with a gift tag that reads: "Recycling the unwanted gift someone sent me last year."
The campaign will run through to 5 January next year and was written by Wayne Robinson and art directed by Matt Collier. Media planning and buying is through Carat in association with Posterscope.
Philip Gladman, the marketing director of Smirnoff, said: "We hope the Smirnoff Ice posters will make people smile during the festive period, and it's great that we can help people celebrate without having to worry about driving home."
This article was first published on Campaign