Smirnoff opens next chapter of “We’re Open” campaign

Smirnoff, the UK’s biggest-selling vodka brand, launches the next chapter of its successful “We’re Open” campaign, which will go live tomorrow (March 18).

This “next 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 £4m fully integrated campaign will see ‘We’re Open’ on TV for the very first time from 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 (see below) introduces Chris Fonseca and his story  as he explains that he has always wanted to be a dancer.

The OOH creative will run across the UK from March 28 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 has a 37.6% share of vodka in the GB off-trade vodka category[NIelsen WE, January 2016].

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