Smirnoff has given itself the global purpose of creating a more inclusive world with its campaign, We’re Open.
Mexican digital agency, Circus, has developed the idea further to create, Everyone’s Party, “a party in which everyone feels welcomed, regardless of sexual orientation and belief.”
The campaign tells the stories of Naafi, Uchi and Yolanda.
NAAFI: Music has no boundaries: In Naafi’s story, Smirnoff celebrates the power of inclusion through music, because the world is full of boundaries and barriers that limit us and prevent us from being who we really are. Rhythms and melodies tear down these walls by mixing and uniting communities. NAAFI is one of the most important Mexican groups. Its founders, Alberto Bustamante and Tomas Davó, created this movement in order to include people through music, since their mixes include all kinds of genres.
LUCÍA ANAYA UCHI: Women rock: Smirnoff supports women who want to achieve important things in the field of music and production – a world dominated by men. Talent should be recognised regardless of anyone’s sex, the brand says. Lucia Anaya Uchi is a producer and founder of DERRÉ-TIDA, a large event production house in Mexico. She is a co-founder of movements such as Traición and RUIDOSSSA, an annual congress that promotes female talent in music, dance and production. Her speech on gender equality permeates every project she works on.
YOLANDA: It’s okay to be different, get on board (LGBT): Everyone is invited to the party because diversity is all around us and it’s a cause of celebration, Smirnoff says in Yoland’s story. Therefore, you must be who you are. It’s normal to be different. Yolanda has changed the drag performance scene in Mexico. She is known for expressing the idea that beauty can be found in ugliness and authenticity. Yolanda is profound and at the same time very amusing, she invites us to reflect on the stereotypes that exist in society in a striking and energetically new way. Her disruptive look is part of her inclusive discourse.
“We are very excited about the performance of the campaign. Mexico needed an execution with cultural relevance, so we decided to adapt the global territory to local insights,” said Oscar Pachano, head of Smirnoff Mexico.
Credits:
Agency: Circus
Chief executive officer: Ignacio Liaudat
Executive creative director: Dauquen Chabeldin
Account director: María Ferreiro
Accoun executive: Isabel Zuleta
Agency roducer: Maia Liaudat
Production Company: Postal Films
Director: Franco Garuti
Executive producer: Jorge Berrospe
DoP: Guillermo Garza
Art director: Pol Agusti
Line producer: Erick Tamayo
Assistant producer: Paco Llaca
Editing: Juan Fontana
Post production: Martha Caravantes
