Top vodka brand Smirnoff has just launched a new campaign that taps Australian pop star Troye Sivan as the brand's Chief Vibes Officer.
"Go OFF" is the next phase of the Diageo-owned brand's "WE DO WE" effort, which aims to bring people together, encouraging them to embrace spontaneity and fun to create a more connected and open world.
The campaign was helmed by a collective of creatives including:
- Cultural agency Dazed Studio
- Global advertising agency McCann
- Director Hannah Lux Davis
- Director of Photography Ben Carey
- Leading stylist to the stars Marc Forne
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It follows the Grammy-nominated artist's "Sweat" tour with collaborator and friend Charli xcx and precedes the Australia and New Zealand leg of his "Something to Give Each Other" tour.
In a press release, Sivan shared his perspective on Smirnoff's iconic status and what the partnership means for him:
"For me, Smirnoff has always been omnipresent — whether it's at house parties, backstage at shows, or nights out with friends. I see the brand all around the world, and whenever I do, it feels like something I want to be part of.
'Go OFF' is all about getting people together and being ourselves, something I've really embraced in this part of my life and something I'm excited to continue to do with this partnership."
Additionally, the campaign will see Smirnoff sponsoring Troye's Australia and New Zealand tour, which will involve exclusive after-parties in Sydney and Melbourne.
Running across social, digital, OOH, and in-store, the campaign will also feature event activations in more than 20 countries over the next few months.
Sivan's involvement with Smirnoff gives the brand a new sense of personality, enticing fans to get involved.
Through influencer marketing, brands can leverage star power to scale their audience and build loyalty.
Smirnoff CVO Troye Sivan
In a short 30-second spot, Sivan arrives at a press conference for Smirnoff to announce his new position as the brand's Chief Vibes Officer.
Keeping things hilariously casual, the star answers questions from reporters about how official his new title is (it's not), the campaign's mission, and even shares a bit of personal advice.
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The spot ends with Troye making a hasty exit, refusing to answer any more questions as he takes a margarita and walks away.
Sivan has had a great year so far, establishing partnerships with major brands such as Magnum Ice Cream.
Back in August, he also starred in a campaign for Gap's Fall Denim Collection.
