Smirnoff highlights non-binary artists with campaignBy Owen Bellwood
Smirnoff’s new We’re Open campaign is hoping to raise the profile of non-binary artists and members of the LGTBQ community.
The Diageo-owned vodka brand said it hopes to spark conversation and create positive change in UK nightlife culture with its new campaign, which stars leading non-binary artists.
European category director for Diageo, Anita Robinson, said: “Nightlife is a place where everyone should feel welcomed for who they are, no matter what their gender identity is.”
The vodka brand worked with the LGBT Foundation to produce the campaign, adding that it is committed to “celebrating the full diversity of gender identities”.
Smirnoff stated that while 12% of millennials identified as transgender or gender non-conforming, society at large still lacks awareness and understanding of the non-binary community.
It also said that three out of four transgender individuals reported being a victim of a hate crime.
Robinson added: “Smirnoff brand’s purpose is to move the world to be more inclusive. With this new film, we aim to support and give voice to the non-binary community, push the cultural conversation around gender equality and representation forward, and use our influence in nightlife culture to drive positive change in the communities it represents.”
Starring leading non-binary artists Honey Dijon, Kiddy Smile and Lucy Fizz, Smirnoff hopes the new film will help create more positive role models for those identifying as transgender.
Honey Dijon, who stars in the new film, said: “The dancefloor was the place people of all ages, colours, genders and sexual orientations came together to celebrate and it was there that I first found acceptance. Those experiences shaped the person I am today.
“As a trans artist of colour I’m glad to be partnering with Smirnoff, which recognises the important role that nightlife culture plays in providing a space for everybody to be their true selves”.
The ad campaign launches today (27 November) and features Honey Dijon’s original rework of Sylvester’s 1979 single Stars.