SMIRNOFF

SHOW UP. SHOW OFF! LGBTQ+ Campaign

THE ASK

Smirnoff has a legacy of over 50 years of supporting the LGBTQ+ community as a brand. As the COVID-19 pandemic receded, Smirnoff was looking to put that legacy on display, bigger and bolder than ever before, and invite everyone to come together after 2 years apart to celebrate Pride 2022 and beyond.

In doing so, we were tasked with evolving our Color The Future platform from 2021, while backing into their For The People brand platform for 2022’s Pride campaign.

THE SOLUTION

Our solution was SHOW UP. SHOW OFF! FOR THE PEOPLE, a perennial campaign that rises to the moment with a message that’s both a call to advocacy and to celebration.

From foundational strategy and creative executions to festival pop ups and a bespoke experiential competition extravaganza, we crafted how this campaign would come to life in a bold way, helping Smirnoff show up for the community by showing off the Future Faces of Pride.

WHAT WE DID

Custom photoshoot
Comms planning & copywriting
Script writing, talent sourcing, event consultation
In-person support of live events

THE IMPACT

Our events in LA & Austin each garnered over 428 press placements and 380+ million impressions across social media channels, exceeding brand benchmarks and match key KPIs associated with product launches.