Smirnoff latest addition of its “We’re Open” campaign stars a DJ with albinism, DJ Jeffrey Jewell, discussing his African roots and the influence it’s had on his music.
The campaign is directed by Zachary Heinzerlin and will launch in the UK, with plans to launch in global markets in the near future. Campaign media will include film, social activation, DOOH and influencer and media partnerships.
“Inclusivity is such an important topic today. Smirnoff believes in the power of music to bring people together,” said Vince Hudson, SVP Global Brand Director, Smirnoff. “It’s a real privilege to be able to work with such an open-hearted deejay as Jeffrey Jewell whose music is so greatly influenced by a region that has challenged him, and in some extreme cases would persecute him.”