Smirnoff has put music at the forefront of its new global marketing campaign celebrating the release of the Smirnoff Electric liqueurs product line.
The #WhatWeBring campaign focuses on “creating a global social movement” with support from artists Kiesza and Djemba Djemba.
The push, spearheaded with the ‘Give It To The Moment’ music video, which celebrates diversity in including different ages, races, genders, sexuality, cultures and styles.
Kieza said: “Ultimately, as an artist, I hope to inspire others to create, through my own creativity. What excites me about #WhatWeBring is that its aim is to show how creativity is all connected, and spawns multiple extensions of new inspiration, from a single source.
“Artists feed off of one another and drive each other forward with their reinterpretations of existing ideas. I’m truly excited to see how different minds re-invent ‘Give It To The Moment’.”
Tim Parkinson, vice president global content Smirnoff, said: “We see a global generation emerging who simply believe the world should be a more inclusive place. At Smirnoff, we believe that too.
“#WhatWeBring is more than a single music track, and more than a new product release. With it we’re aiming to create a global social movement that is driven by Smirnoff’s core purpose – inclusivity.”
“We’ve partnered with a host of like-minded international artists and storytellers, with Kiesza and Djemba Djemba’s unique collaboration on the song ‘Give It To The Moment’ giving rhythm to the movement.”
Smirnoff's Electric liqueurs line was designed to be consumed as a shot, available in 'Berry' and 'Mandarin' flavours in the UK.