Smirnoff celebrates inclusivity with "Free to be" campaign on the Piccadilly Lights

Smirnoff celebrated inclusivity in nightlife culture for the next chapter of their “We’re Open” campaign on the Piccadilly Lights, over the festive period.
The campaign ran on Ocean Outdoor’s iconic Piccadilly Lights during the festive period between 25th – 31st December, and also included a countdown to New Year’s, where huge crowds gathered during the night in Piccadilly Circus to join the celebrations.
In addition to positioning Smirnoff as the drink to enjoy responsibly during the occasion, the campaign ran alongside the Mayor of London’s gender-equality campaign once the clock struck midnight, making it the perfect platform for Smirnoff to push gender inclusivity, raise awareness and shift perceptions of the non-binary community on an unmissable scale.
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