Smirnoff is launching the next chapter of its successful ‘We’re Open’ campaign.
This chapter will tell the story of Chris Fonseca, an inspiring deaf dance teacher from London, who teaches other deaf dancers that there are other ways to enjoy music beyond just hearing it. Celebrating inclusivity, the £4million fully integrated campaign will see ‘We’re Open’ on TV for the very first time from today (March 21), pre-seeded through social media from March 18 and widespread out of home (OOH) support going live from March 28.
The 40” TV advert introduces Chris Fonseca and his story to the nation as he explains that he has always wanted to be a dancer. Using a documentary style approach, the creative profiles Chris and his class of deaf dancers, showing how the group can feel the beat on the dancefloor, just like everyone else.
The OOH creative will run across GB for two weeks and include a series of executions that celebrate Chris Fonseca and the community of deaf dancers through simple but bold headlines, including ‘Deaf or not, everyone can dance’, ‘I don’t feel the music but I feel the beat’, and ‘Nobody knows we’re deaf on the dancefloor’.
Smirnoff marketing director Julie Bramham said: “We are privileged to work with someone as inspiring as Chris and are delighted to be able to help celebrate and share his story at scale through our ‘We’re Open’ campaign. The campaign will run across a number of culturally relevant, innovative channels, and we’re excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive.”
Smirnoff has a 37.6% share of vodka in the GB off-trade vodka category and Smirnoff is the biggest spirits brand in Europe (Nielsen, Jan 2016).