Smirnoff - We Do Us

Smirnoff, the World’s No1 vodka, is on a mission to reignite social connections globally through its WE DO US campaign. For the global launch, RanaVerse focused on lowering barriers to socialising and breaking boundaries to bring people together with an event focused on accessibility and supporting the Disabled community in clubs, bars and pubs.

With over 12 million adults living with a Disability in the UK, research has shown that three out of four Disabled people have been left disappointed or have had to abandon night-time plans because of poor accessibility. This causes businesses approximately £2 billion of lost revenue per month. Based on this insight, agency partnered with Disability-led organisation, Tilting the Lens, kicking off a long-term partnerships with the Stonegate Group, the largest pub company in the UK to drive positive change for the disabled community by reviewing the settings in which people drink and engage with Smirnoff products.

The campaign launched with an event bringing people together with music and nightlife collectives around the UK, with the nightlife icons Sink The Pink. The event saw various measures taken to ensure accessibility such as a Quiet Rooms, British Sign Language performers, inclusive furniture, and trained staff. Hosted by comedian Fats Timbo and actor Layton Williams, performers included Little Mix pop star Leigh-Anne Pinnock, Eurovision star Mae Muller, internationally acclaimed drag troupe of Queens and Kings with Down syndrome, Drag Syndrome, Grammy & BRIT award-winning singer-songwriter Kamille, whilst on the decks pop icon Spice Girl Melanie C, Lou Bru and DJ Jonbers Blonde kept the vibe going.

The campaign exceeded all KPIS, with 3.54B+ potential impressions, 1,475+ pieces of coverage, 1,570+ organic ad views and 200+ organic social posts. Guests scored the event 4.9/5 for experience and 4.6/5 for accessibility.