Inspired by Smirnoff's #WhatWeBring campaign, we set out to discover how different people from different worlds can unite through the universal language of music.

‘Electric The Film’ captures the creation of a single track and its journey around the world as it’s remixed by an eclectic roster of five producers from five different countries and cultures. Our experiment revealed how local cultures and artists interpreted and influenced the track and how fans responded to their sound.

The program kicked off by first releasing our lead track, ‘Give It To The Moment’, across leading DSPs: ITunes, Apple Music, Beatport, Amazon, and Google Play. A few weeks thereafter we built off the initial buzz and went live with our ‘Give It To The Moment’ remix bundle (5 remixes) across the same DSP outlets. All music released was supported in two waves via key channels including: artist, influencer and music label socials, as well as editorial, press and blog outlets.

Approximately two months after the initial ‘Give It To The Moment’ release, the film went live to the public on THUMP, a global electronic music and culture site geared to Millennials and Smirnoff’s target audience. The final stage and culmination of the program was a 360 media and activation plan to drive awareness and vierwship via key media channels, editorial and press outlets and artist and influencer socials.

With 3.1mm+ cumulative plays/streams of ‘Give It To The Moment’ (including its remixes) across VEVO and Spotify, 1.8mm+ total video views of the Film (surpassing the benchmark by 1.4mm) and a 99% “Like” versus “Dislike” ratio, it was evident that the music and content created resonated deeply with fans and consumers alike.