The Drum Awards for Marketing - Entry Deadline

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Client: Smirnoff
Date: Jun 2019
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Smirnoff is rolling out the welcome mat for the millions of LGBTQ+ community members and allies traveling to New York for World Pride celebrations with its ‘Welcome Home’ campaign. The campaign, starring Orange Is The New Black actress and LGBTQ+ advocate, Laverne Cox, continues the brand’s decades-long support as an ally in the ongoing fight for equality.

Joining Cox in the campaign are Alyssa Edwards, star of Dancing Queen and RuPaul’s Drag Race, and Queer Eye television personality, hairdresser and web series star, Jonathan Van Ness.

This year, New York is hosting the largest global Pride celebration, spanning all of June and marking the 50th anniversary of the Stonewall Uprising. Smirnoff, which is made in America but enjoyed in over 130 countries globally, will welcome love in all its forms home to New York through the ‘Welcome Home’ campaign. It will strive to honor and celebrate the strides made towards LGBTQIA+ liberation over the last five decades, as well as those still to come.

Elements of the campaign include a House of Pride with Van Ness, an Insta-worthy pop-up experience for media, influencers and consumers in downtown Manhattan filled with fun, global-themed Pride cocktails; donating $1 for every special bottle made to the Human Rights Campaign (totaling nearly $1.5m by 2021; and the NYC Pride March with Alyssa Edwards, with the drag icon riding a New York City-themed float dressed as ‘Lady Liberty.’