Smirnoff has launched the next chapter of its ‘We’re Open’ campaign, which tells 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 sees ‘We’re Open’ on TV for the very first time today (21st March), following social media teaser activity. Widespread out of home support goes live on 28th March.
The TV advert uses a documentary style approach to profile Fonseca and his class of deaf dancers, showing how the group can feel the beat on the dancefloor, just like everyone else.
Julie Bramham, Smirnoff Marketing Director, said: “We are privileged to work with someone as inspiring as Chris and are delighted to be able to help celebrate and share his story at scale through our ‘We’re Open’ campaign. The campaign will run across a number of culturally relevant, innovative channels, and we’re excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive.”