Every hour felt like happy hour working on this one. Beyond having a full bar in our office stocked to the rafters with Diageo spirits, there’s no end to the fun to be had working on their brands. So when we were asked to come up with a wild and crazy way to announce Smirnoff’s 100% non-GMO, new corn-based formula, we dropped a mother-effing corn maze in the middle of Manhattan, and invited some of the most prolific influencers to drink and instagram their way through it. The result? Millions of new vodka-lovers joined Smirnoff’s “fun percent”, and our thrilled clients couldn’t wait to see what we’d come up with next.