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In its latest poster campaign by JWT, Smirnoff is continuing to highlight the vodka's purity. Three executions in the show distorted bottles of Smirnoff on a pure white background. Each bottle's form is changed to represent the ways in which the vodka is filtered or distilled. This poster shows a tree stump and half a bottle of vodka with ripples representing rings from the tree and illustrating the fact that Smirnoff is filtered through charcoal made from silver birch.