Smirnoff has inked a year-long partnership with Lad Bible as the vodka brand continues to hone in on diversity initiatives skewed towards younger audiences.
The Diageo-owned company will collaborate with the social publisher on a project dubbed 'Free to Be'. The drive looks to inspire positive changes in UK nightlife and drinking culture by creating a more inclusive environment for everyone regardless of their gender, sexuality or otherwise.
Coming on the back of research from the publisher that 30% of millennials were "confused" about how to approach the subject of inclusivity, the project is kicking off with a short-form documentary called 'Night Shift'.
The film showcases real stories from people readers might encounter on a night out, like a female bouncer and a transgender bartender.
Agency: Joy Ride