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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Smirnoff Brings It All In with Its Largest Ever Global Campaign

19/10/2015
Advertising Agency
New York, USA
177
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BRTHR and 72andsunny NY launch Kiesza and Djemba Djemba music video to kick off campaign

SMIRNOFF has announced the launch of a new global campaign that embraces and celebrates the brand’s philosophy of inclusivity. Recognising how the power of music can bring together people from all walks of life, SMIRNOFF unveiled #WhatWeBring - a global social movement, powered by music collaborations that span the globe.

By partnering with global artists Kiesza and Djemba Djemba to create their chart topping song “Give It to the Moment”, the activity brings together a diverse cast of collaborators, including Australia’s own critically acclaimed Electronic Dance Music DJ, Cassian.

The music video created in partnership with BRTHR and 72andsunny captured incredible stories about what we all bring, shot all over the world on just four cameras and an iPhone. The track "Give It to the Moment” embodies the #WhatWeBring movement by encouraging people from every age, race, gender and sexuality to bring their own individuality to every moment of their lives whether it’s style, moves, vibe etc. 


The #WhatWeBring campaign will culminate in a full length documentary that follows the track’s remix journey around the globe—revealing how some of today’s most creative and diverse artists are bringing the influence of their local environment and culture to create something original. From hip hop to pop, to house to Shangaan electro to old and new Japanese styles, and just about everything in between, the remixes will span five continents and incorporate the cultural influences of five artists: Toy Selectah from Mexico, Nozinja of South Africa, Laura Jones of the UK, KosmoKat of Japan and Cassian of Australia.

The campaign reflects the ideals that have underpinned the Smirnoff brand for the last 150 years in that everyone is welcome to join the party. 



Agency / Creative