Smirnoff: We're Open

Smirnoff celebrates inclusivity by exploring border-blurring subcultures around the world.  

Created with 72andSunny Amsterdam and US director Zachary Heinzerling, of Epoch Films, the short profile of Swedish-Iranian hip-hop artist Nadia Tehran is the latest iteration of the vodka-brand's We’re Open campaign.

Shot in Sweden, it follows Tehran performing and hanging with a multicultural mob of mates and generally expresses her life as a second-generation immigrant. “I might not belong anywhere, but that makes me borderless – I belong everywhere,” the artist declares.

Kicking off today in the UK and Ireland, the campaign will later launch in Africa, the rest of Europe, Latin America and Australia. Media will include film, social activation, DOOH and influencer and media partnerships. We're Open's next chapter features French-African DJ Jeffrey Jewell and will come out later in the year.

Vince Hudson, SVP global brand director, Smirnoff says: “Inclusion can be driven just by having a drink with someone different and Smirnoff is all about bringing people together.”  We’ll drink to that.