72andSunny Launches Next Stage of ‘We’re Open’ for Smirnoff

By Erik Oster 

72andSunny launched a £4million fully integrated campaign for Smirnoff, continuing the brand’s “We’re Open” platform.

The agency’s Amsterdam and New York offices are both working on the campaign, which launched with a new spot starring deaf dance teacher Chris Fonseca. The spot introduces Fonseca and his appreciative students, one of which says, “There’s not many teachers out there who can teach a deaf person how to hear music.” Concluding with the line “We are all the same on the dancefloor” leading into the “We’re Open,” Fonseca’s story is undoubtedly an inspiring one. But viewers may be left wondering what it all has to do with a Smirnoff, a problem underscored by the brand’s need to include a message asking viewers not to share the video with anyone under 21, despite the fact that aside from the brand’s logo appearing at the beginning and end of the spot, it isn’t mentioned at all. The spot made its broadcast debut on March 21 and a supporting OOH effort launched yesterday.

“It’s great to be able to share my story with so many people,” Fonseca told LBB. “I want to highlight that everyone can do what they love – no matter what obstacles may seem to be in their way. Dance is a best friend of mine, it goes through everything with me. To dance is a beautiful feeling ­my medicine of stress release! Every challenge and barrier I’ve experienced has been overcome by dance.”

“‘We’re Open’ is all about celebrating how inclusivity makes the world more fun,” added 72andSunny Amsterdam managing director Nic Owen. “We’re proud to partner with Chris ­ his passion and spirit sets an example to us all.” 


Agency: 72andSunny New York & Amsterdam
Executive Creative Director: Guillermo Vega/Carlo Cavallone/Stuart Harkness
Senior Copywriter: Mikio Bradley
Copywriter: Brandon Pierce/Simon Schmitt
Strategy Director: Tom Callard
Strategist: Alexandra Matine
Business Director : Julie Balster
Business Manager: Laura Fraser/Nora Jones
Head Of TV/Production: Lora Schulson
Designer: Adolfo Alcala/Emiliano Trierveiler/Renee Lam
Producer: Kim Cross/Nili Zadok/Sabrina Bajaj/Nili Zadok
Senior Designer: David Goss
Writer: Lee Boulton
Brand Coordinator: Sarah Consagra
Brand Director: Karla Stewart/Jack Allen/Andy Silva

Production Company: Epoch
Executive Producer: Melissa Culligan
DOP: Stuart Winecoff
Director: Zachary Heinzerling
Production Designer: Marco Puig
Line Producer: Jonathan Wang

Post Production House: Glassworks
Producer: Lauren Becker
Flame: Philip Huis In ‘t Veld

Offline Editor: Sam Ostrove, Ben McCambridge/Cut N Run

Audio Post Production: Nick Smith, Stainless Sound
Sound Design: Heard City
Music Production: Busy Signal – Watch Me Now