Project Breakdown

Nominated – Best Marketing Campaign – British LGBT Awards


With over 20 years supporting LGBTQ+ causes, Smirnoff launched the latest chapter in their “We’re Open” campaign in 2017: “Labels are for Bottles”.  

Celebrating nightlife’s ability to welcome you with open arms no matter where you identify on the gender spectrum, their advertising featured DJ Honey Dijon, LGBT icon Kiddy Smile, trans dancer Lucy Fizz, performance artists Xnthony and Le Fil. 

The campaign also features a partnership with the LGBT Foundation and their Village Angels initiative to help make nightlife a safer space for LGBTQ+ clubbers. The LADbible also helped the cause by spotlighting the stars of the campaign to drive LGBTQ+ acceptance for a wider audience.