Smirnoff Celebrates Diversity and Immigrants in Canadian Campaign
Brand Urges People to 'Stay Open' in Campaign by 72andSunny N.Y
Editor's Pick
As Canadians celebrate their Thanksgiving and prepare for the holiday season, Smirnoff has kicked off a new campaign positioning the country as a global leader in inclusivity and diversity, and celebrating immigration.
The campaign, by 72andSunny New York, carries the tagline "Stay Open" and features immigrants, both recent arrivals and third generation, speaking about how welcoming and diverse Canada is. The film, directed by Eliot Rausch at Stink, also shows a transvestite man, who describes how people approached him when we went on the subway in drag, but only to take a photo because he "loooked beautiful."
"Globally, Smirnoff stands for inclusive good times, but nowhere in the world do we see that come to life like in Canada," said Mark Phillips, brand leader, Smirnoff Canada, in a statement. "These core values are ingrained in the lives of Canadians, and Smirnoff believes they always deserve to be celebrated, even though Canadians have been historically humble in their assertion of them. Smirnoff is on a mission to promote inclusivity through the power of good times."
In a post-Trump and Brexit era, Diageo-owned Smirnoff is one of a number of brands to focus on the benefits of immigration recently--including Budweiser, which produced a branded content documentary focusing on the contribution immigrants make in the Northwest U.S, Tullamore Dew and the U.K.'s Jigsaw.
In its work with 72andSunny, it seems Smirnoff hasn't been afraid to tap into hot-button issues. This past summer, Smirnoff and the agency poked fun at President Trump in an outdoor ad in which the American-made brand said it would be happy to talk about its ties to Russia, under oath.
The Canadian film will be followed by digital and out-of-home media placements later this month.
Credits
- Date
- Oct 16, 2017
- Brand :
- Smirnoff
- Client :
- Smirnoff
- Agency :
- 72andSunny-New York
- Vice President :
- Jay Sethi
- Vice President, Global Content Communications :
- Luke Atkinson
- Brand Manager :
- Mark Phillips
- Director, Strategy :
- Andrew Knight
- Executive Creative Director :
- Bryan Rowles
- Creative Director :
- David Goss
- Creative Director :
- Mikio Bradley
- Senior Writer :
- Peter Hughes
- Senior Designer :
- Geno Burmester
- Head of Production :
- Lora Schulson
- Senior Producer :
- Zamile Vilakazi
- Producer :
- Yaya Zhang
- Group Brand Director :
- Karla Stewart
- Brand Director :
- Emily Hoyle
- Brand Manager :
- Evyn Staley
- Executive Strategy Director :
- Tim Jones
- Director, Strategy :
- Tom Callard
- Strategist :
- Neha Bhatia
- Partnerships and Legal Director :
- Denice Heyward
- Senior Partnerships and Legal Manager :
- Quentin Perry
- Partnerships and Legal Manager :
- Rich Sica
- Production :
- Stink
- Director :
- Eliot Rausch
- Managing Director :
- Jeff Baron
- Executive Producer :
- Fran McGivern
- Producer :
- Erin Wile
- Producer :
- Heinrich Beisheim
- Director, Photography :
- Jeff Melanson
- Editorial :
- Exile
- Editor :
- Max Koepke
- Assistant Editor :
- Mitch Goldberg
- Executive Producer :
- Sasha Hirschfeld
- Senior Producer :
- Evyn Bruce
- Finishing/Visual Effects :
- Exile
- Senior Producer :
- Stephanie Katritos
- Flame Artist :
- Joey Deady
- Flame Assistant :
- Adam Greenberg
- Color :
- CO3
- Colorist :
- Tom Poole
- Color Assistant :
- Jenny Montgomery
- Executive Producer :
- Ashley McKim
- Color Producer :
- Alexandra Lubrano
- Mix :
- Heard City
- Audio Mixer :
- Mike Vitacco
- Audio Producer :
- Andi Lewis
- Audio Executive Producer :
- Sasha Awn
- Music :
- Human Music
- Head of Production :
- Nick Fuller
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