Smirnoff, the world's No.1 vodka brand, announced the global launch of its vibrant new campaign, 'We Do We', boldly championing the power of the collective and celebrating the magic of 'we' that's created when different people, ingredients, and flavors come together.

he new campaign represents the biggest platform shift from Smirnoff in more than a decade and the latest expression of the brand's belief that we're better together. Infused with a fresh, colorful energy, the campaign will roll out with a digital-first approach in 20+ markets over the coming months and will be spearheaded by a piece of social and AV content entitled 'We Do We'.

'We Do We' is the first activation from McCann New York as the new global creative agency of record for Smirnoff and has been created with the spirit of the collective in mind. Through every touchpoint of this campaign, both in front of and behind the camera, 'We Do We' has been created by and for people from all walks of life.

Activation of 'We Do We' across Social, OOH, Digital and TV in 20+ markets will be driven by a media strategy that forms part of Diageo's wider vision of investing in platforms and publishers who are working to make mainstream media more diverse and inclusive^[3].

The launch follows multiple brand activations at Pride events all around the world, including Brazil, Great Britain, Colombia, US, India and Canada - building on the brand's longstanding commitment to the LGBTQIA+ community.