Snap[back] to the year 2000

A playful Snap Lens that brought Smirnoff Ice’s nostalgic 2000s campaign to a whole new audience of Gen Z fans.

To mark 25 years of Smirnoff Ice, we transformed Snapchat into a nostalgic Y2K photobooth. Riffing on pop culture icons, early internet energy and getting-ready vibes, users began with a playful time-travel intro before unlocking a randomised filter moment across makeup, backgrounds and frames.

Built to launch seamlessly and for maximum impact, the paid ad creates a big social moment tailored to a Gen Z audience. Custom logic and layered face maps enabled real-time personalisation across skin tones, while face retouching, pop-inspired UI and iconic Y2K phrases delivered through old-school internet pop-ups creates an effortlessly immersive, nostalgic experience.

Highlights – 90 possible style outcomes, an iconic user experience and standout nostalgia drove strong engagement across Smirnoff Ice's Gen Z audience.