Atomic / Smirnoff

Smirnoff’s "We Do We" campaign is all about celebrating the power of the collective, and the energy that’s created when different individuals, ingredients, and flavors come together.

The creation of this global launch film involved a collective of creatives, choreographers, producers, animators, and 3D modelers. Emphasizing diversity, equity, and inclusion, the campaign considered these values in casting, selection of creatives, and crew.

The metaphor of life as a cocktail is used, with individuals transforming into bubbles that mix like ingredients in a glass. Each bubble represents a person's unique characteristics, reflecting diversity across age, gender, ethnicity, and ability. The meticulous crafting of each bubble ensures the retention of individuality, reinforcing the spirit of togetherness.

Recognition:

British Arrows: Silver

One Show: Gold/Craft

ADC: Gold/Craft

We Do We / Smirnoff

“We Do We” is Smirnoff new global campaign, boldly championing the power of the collective and celebrating the magic of “we” that's created when different people, ingredients, and flavors come together.

The new campaign represents the biggest platform shift from Smirnoff in more than a decade and the latest expression of the brand's belief that we're better together.

Infused with a fresh, colorful energy, the campaign rolled out with a digital-first approach in 20+ markets worldwide.