The next chapter in Smirnoff's "We're open" campaign brings together transgender and non-binary artists and performers with the LGBT Foundation in a movement to make nightlife culture more open-minded and inclusive.
The campaign follows brand research that found society lacks understanding of the non-binary community despite 12% of millennials identifying as transgender or gender non-conforming. Three out of four trans people report being a victim of a hate crime.
Smirnoff’s ad stars DJ and producer Honey Dijon, French ballroom DJ Kiddy Smile, British transgender model and dancer Lucy Fizz, and performance artist Xnthony and Le Fil. It features Honey Dijon’s remake of Sylvester’s Stars, with vocals by singer-songwriter Sam Sparro, and celebrates the positive role that nightlife can play in inclusivity. The brand’s new partnership with the LGBT Foundation will share guidance for a bartender-training programme raising awareness of non-binary issues. Smirnoff will also support the organisation’s Village Angels project, a team of volunteers who assist people in need in Manchester’s Gay Village.