Smirnoff continues its “We Are Open campaign” with a new installment aiming to shift mainstream perceptions and
understanding of under-represented communities so that every single person could feel included, valued, and able
to express themselves.
The spot, part of a national campaign launched in collaboration with LGBT Foundation to highlight that “Labels are for bottles, not people” and celebrate the power of nightlife of inspiring positive change in communities, features LGBT role models, such as French LGBTQ icon Kiddy Smile, DJ and producer Honey Dijon, British transgender model and dancer Lucy Fizz, performance artist Xnthony and London-based pop artist, composer and performer Le Fil. Kiddy Smile is seen performing on a rooftop in front of a group of friends and also on a bus, in London, a song whose lyrics say “You are the star, everybody is one”, which also serves as soundtrack to the advert, Luxy Fizz, who is also one of the faces of Glitterbox, is seen putting on make-up in front of a mirror and dancing in a night club, and Honey Dijon is seen DJ-ing.
The brand has also informed that LGBT Foundation will develop guidance for the SMIRNOFF team’s bartender training programme to help staff on the ground achieve skills, knowledge and confidence so that they could ensure that nightlife remains a place for inclusive good times.
In addition, SMIRNOFF will also work to build on LGBT Foundation’s flagship Village Angels initiative with nightlife organisations, local authorities, and emergency services around the UK.
The “We Are Open” campaign also includes videos featuring Jeffrey Jewell, a model and DJ with albinism who uses
music to bring people together and prove that we are all the same on the dancefloor, Nadia Tehran, an artist whose music is borderless and brings cultures and people together, Chris Fonseca, a deaf dance teacher who owns the dance floor by feeling the beat and teaches his fellow deaf dancers to experience the same, and others.