72andSunny Celebrates Trans, Non-Binary Community in Latest ‘We’re Open’ Spot for Smirnoff

By Erik Oster 

72andSunny launched the latest in its “We’re Open” campaign for Smirnoff, this time celebrating the trans and non binary community.

The spot stars DJ/producer Honey Dijon, French LGBTQ+ icon Kiddy Smile, British transgender model/dancer Lucy Fizz, performance artist Xnthony and pop artist/composer/performer Le Fil. It is also set to Dijon’s version of Sylvester‘s song “Stars.”

As the sun goes down, the fun begins as the ad’s start get ready to celebrate the nightlife. Along the way, a party seems to break out on a city bus.

When they finally hit the club, the bartender is mixing up Smirnoff cocktails to go along with the dance beats. The spot concludes with the tagline, “Labels are for bottles not people.”

“Nightlife is a place where everyone should feel welcomed for who they are – no matter what their gender identity is” Diageo European category director Anita Robinson said in a statement. “Smirnoff’s 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.”

“Growing up, music was always my escape. 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,” added Dijon. “Those experiences shaped the person I am today. As a trans artist of colour I’m glad to be partnering with Smirnoff who recognize the important role that nightlife culture plays in providing a space for everybody to be their true selves.”

In addition to being the latest in the ongoing “We’re Open” campaign, which includes last year’s effort featuring deaf dance teacher Chris Fonseca, the ad also kicks off a partnership between Smirnoff and LGBT Foundation, which will develop guidance for the brand’s bartender training program, “raise awareness of non-binary issues and build skills, knowledge and confidence to ensure that staff on the ground are leading the way in ensuring that nightlife remains a place for inclusive good times.”

Smirnoff, meanwhile, will help LGBT Foundation with its Village Angels” initiative in partnership with nightlife organizations, emergency services and local authorities around the U.K.

“We’re very proud to be collaborating with Smirnoff to make nightlife a safer, inclusive and more understanding space. From providing insight and training to help the industry understand non-binary communities, to investing in grassroots initiatives that promote safety and inclusion in UK nightlife, this is a longstanding commitment to drive positive change,” Paul Martin OBE, CEO of LGBT Foundation said in a statement.

“Our Village Angels have helped nearly 100,000 people since they were created in 2011. Thanks to Smirnoff, we now have a very real opportunity to grow this success outside of Manchester,” he added.

Advertising agency
72andSunny New York

SVP, Smirnoff Global & U.S. Vince Hudson
European Category Director Anita Robinson
Head of Smirnoff Europe Sam Salameh
Senior Brand Manager Smirnoff Europe Hannah Curtis
Senior Consumer Planning Manager Jez Parkes
VP, Smirnoff Global Content & Communication Luke Atkinson
Global Senior Brand Manager Neil Shah

Executive Creative Director Bryan Rowles
Creative Director Adolfo Alcala
Creative Director Brandon Pierce
Sr. Writer Peter Hughes
Sr. Writer Lee Boulton
Sr. Designer Geno Burmester
Brand Director Andy Silva
Brand Manager Sarah Consagra
Brand Coordinator Jake Thelen
Head of Production Lora Schulson
Sr. Content Producer Zamile Vilakazi
Jr. Film Producer Jonathan Weiss
Sr. Art Producer Diana Pam
Strategy Director Tom Callard
Sr. Strategist Sidney Henne
Sr. Partnerships & Legal Manager Quentin Perry
Partnerships & Legal Manager Grant Thompson

Production Company: Somesuch
EP Nicky Barnes
Director Max Weiland
DP Zach Spiger

Editorial: Exile
EP Sasha Hirschfeld
Producer Vietan Nguyen
Producer Becca Riehl
Editor Max Koepke

Company 3
Sofie Borup Colorist

Photographer Tom Van Schelven
Photographer’s Agent Giant Artists
Retouching Agencies Epilogue, Inc. & Retouched Studios