Smirnoff - We Do We: Atomic

Smirnoff, the world’s #1 vodka, owned by Diageo, has unveiled multimarket activations to boldly champion the power of the collective and reignite social connections around the world in a celebration of the spark that’s created when different people, flavours and ingredients come together.  

With a recent report indicating that 79% of 18-29 year-olds feel their emotional connections are weaker today than they were in the past, this new initiative aims to tackle feelings of disconnection and isolation around the world. Rolling out in more than 20 countries including the UK, Canada, North America, Mexico, Brazil, Ireland, India and Australia, the initiative will bring local communities together through activities, partnerships and events that lean into local culture and passion points such as music, sport and dance. 

These activations will be underpinned by a new global creative, Atomic, which brings this inclusive ethos to life through a playful ‘life is like a cocktail’ metaphor. Embodying the spirit of togetherness, the spot, initially launching in the UK, shows a diverse group of people spontaneously turning into bubbles which mix together before turning back into human form and finally connecting with one another.  

In the UK, Smirnoff is reigniting social connection with a focus on lowering social barriers through a new long-term partnership with Sinéad Burke’s accessibility and inclusion consultancy, Tilting the Lens, and Stonegate, one of the UK’s largest hospitality groups, to make socialising more accessible.