Driven by robust data analysis and research findings, the global positioning of WE DO WE empowered Smirnoff to tailor a UK-focused campaign that authentically resonated with societal needs. Informed by insights revealing the decline in emotional connections among young adults and the challenges faced by the Disabled community, the campaign aimed to reignite collective spirit and address social exclusion.   

With a rich heritage of diversity and inclusion, Smirnoff kick-started activity with a groundbreaking event that saw the brand leverage the knowledge of partners Tilting the Lens and Sink The Pink to create an authentically inclusive event.  

The objectives were to:  

- Lower the barriers to socialising faced by Disabled people and model what truly inclusive events could look like 

- Raise awareness of Smirnoff’s ambition to fuel social connections around the world 

- Lay the groundwork for a long-term commitment to accessibility

At the core of the campaign was a launch event in London, epitomising Smirnoff’s mission to unite people from diverse backgrounds. By spotlighting accessibility, we transformed the conventional event format into a beacon of inclusivity and a statement that nightlife could and should welcome everyone.  

Adaptations including braille menus, lowered bars, BSL performers, quiet zones and subpacks demonstrated how small changes have a big impact for Disabled people. Featuring performances by Drag Syndrome and DJ Lou Brou, alongside influencers from the Disabled community, the campaign broke new ground.  

Our message was clear: Smirnoff believes in a world where everyone has the right to celebrate together, making every effort to remove barriers that prevent this. The vibrant, inclusive nature of the event perfectly encapsulated the essence of WE DO WE, inviting all to experience the joy of collective celebration. 

The campaign was rooted in the insight that social connections are vital, yet often inaccessible to many. Aiming to bridge this gap, our strategy hinged on Smirnoff's core purpose of fostering togetherness, highlighting our efforts to create more inclusive social spaces.  

The multi-faceted PR approach spanned global media distribution, posts on talent social media accounts, the creation of ‘little mic’ interviews for owned channels and a global partnership with Hypebae that took a deep dive into the community through first person interviews – all content was checked for inclusive language and created to be as accessible as possible. 

The strategic cadence of compelling assets, from performer content to leveraging partnerships with Tilting The Lens and Sink The Pink, ensured our message resonated widely, underpinning our commitment to inclusivity and the power of collective celebration. Distinct pre, during, and post event phases provided longevity to the content and drove ongoing talkability.  

The execution commenced with a PR and social teaser campaign that generated anticipation ahead of the event and encouraged members of the public to book complementary tickets via Sink the Pink, showcasing Smirnoff's commitment to inclusivity and serving as a vibrant testament to the brand's ethos.

Taking place at Leake Street, London, the event featured performances from former Spice Girl Melenie C, Drag Syndrome and Lou Bru amongst others. 30+ VIP guests attended alongside members of the public for a 3 hour event.

World renowned photographer, Dave Benett, attended to capture images of performers and celebrity guests that were distributed the global/local consumer and trade media along with press materials announcing the partnership with Tilting the Lens and Stonegate.

Hypebae undertook interviews at the event and published video and photography content across global digital and social channels two weeks after the event as a retrospective to provide yet more talkability.

As a result of the activation, 1,475 pieces of coverage landed across global and local media hailing it as ‘a major step towards social inclusion’ and generating 3.5billion opportunities to see. All of the coverage landed a minimum of one key message with the majority also including a picture and details around Smirnoff’s mission to fuel social connections around the world.  

Stephanie Jacoby, Global Brand Director at Smirnoff undertook four interviews with top tier media titles that resulted in deep, message rich, articles that outlined the scale of the brand’s ambition to foster social connections around the world and the importance that Smirnoff places on diversity and inclusion. 

Performers, influencers, celebrities and guests posted to social media, generating a potential reach of 60 million.

Following the event, Tilting The Lens carried out research that surveyed Disabled performers and guests, with attendees rating their experience of the event 4.9/5 and 4.6/5 for accessibility on the night. Every respondent spoke very highly of Smirnoff and the brand’s work to support Disabled people and foster social connections within the community.  

These efforts reflect the start of an ongoing commitment from Smirnoff to make nightlife more accessible with a programme underway to support the inclusion of the Disabled community, reinforcing Smirnoff's role as a catalyst for change.