In Brazil, Smirnoff will bring people together through the medium of dance in partnership with global icon Iza. In Ireland, it will look to reignite local nightlife in partnership with the venue Silo. Meanwhile, U.K. activations will continue to drive accessibility and support the disabled community in clubs, bars and pubs.
Along with rival vodka Absolut, Smirnoff is an advertiser that has been flying the rainbow flag in its marketing for a long time.
In 2013, it showcased its support for gay marriage in the U.S. with a social campaign called “Every Pairing Is Perfect.” In 2017, it celebrated the subculture of voguing with a longstanding campaign dubbed “We’re Open,” which aimed to make nightlife more inclusive for LGBTQ+ individuals.
Over the past several years, it has also worked with charity the LGBT Foundation’s flagship Village Angels initiative, which helps keep clubbers safe in U.K. cities after a night out.
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