We are Open: “Yolanda” “Uchi” y “Naafi,” creating a more inclusive world
In line with the purpose of the global brand, to create a more inclusive world, and coupled with the behavior of the target (21+ Millennials), which naturally tends to see life without prejudices. With “We are open” Smirnoff conveys and celebrates this message of diversity inclusion.
“This gives rise to “Everyone’s Party,” a party in which everyone feels welcomed, regardless of sexual orientation and belief. The campaign is based on the stories of “Naafi”, “Uchi” and “Yolanda”, focusing on inclusion, diversity and acceptance,” comments Ignacio Liaudat, CEO of Circus, and Dauquen Chabeldin, ECD of the agency.
“We are very excited about the performance of the campaign. Mexico needed an execution with cultural relevance, so we decided to adapt the global territory to local insights,” said Oscar Pachano, Head of Smirnoff Mexico.
The story behind each spot highlights the purpose of the brand to create a more inclusive world
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NAAFI: Music has no boundaries: In this case, Smirnoff celebrates the power of inclusion through music, because the world is full of boundaries and barriers that limit us and prevent us from being who we really are. Rhythms and melodies tear down these walls by mixing and uniting communities. NAAFI is one of the most important Mexican groups. Its founders, Alberto Bustamante and Tomas Davó, created this movement in order to include people through music, since their mixes include all kinds of genres.
“UCHI” LUCÍA ANAYA: Women rock. With this spot, Smirnoff supports women who want to achieve important things in the field of music and production, which is a world dominated by men. Talent should be recognized regardless of anyone’s sex. Lucia Anaya “Uchi” is a producer and founder of DERRÉ-TIDA, a large event production house in Mexico. She is a co-founder of movements such as Traición and RUIDOSSSA, an annual congress that promotes female talent in music, dance and production. Her speech on gender equality permeates every project she works on.
YOLANDA, Smirnoff tells us: It’s okay to be different, get on board (LGBT). Everyone is invited to the party because diversity is all around us and it’s a cause of celebration. Therefore, you must be who you are. It’s normal to be different. Yolanda has changed the drag performance scene in Mexico. She is known for expressing the idea that beauty can be found in ugliness and authenticity. Yolanda is profound and at the same time very amusing, she invites us to reflect on the stereotypes that exist in society in a striking and energetically new way. Her disruptive look is part of her inclusive discourse.
Campaign: Smirnoff – We Are Open
CEO Circus DF: Ignacio Liaudat
ECD: Dauquen Chabeldin
Head Account: María Ferreiro
Executive Account: Isabel Zuleta
Agency Producer: Maia Liaudat
Production Company: POSTAL FILMS
Director: Franco Garuti
Executive Producer: Jorge Berrospe
Director of Photography: Guillermo Garza
Art Director: Pol Agusti
Line Producer: Erick Tamayo
Assistant Producer: Paco Llaca
Set Dresser: Nayeli de Alba
Makeup: Ivana Kiss
Gaffer: Rafael Rodriguez
Location Manager: Rodrigo Cid
Editor: Juan Fontana
Postproducer: Martha Caravantes