Smirnoff’s latest music partnership celebrates the power of inclusivity to fuel the #WhatWeBring social movement
Everybody has something unique to bring to the night, and when they do, the good times get even better. This inclusive idea is the inspiration behind #WhatWeBring, a movement led by some of the most talented young electronic dance music artists from around the world, to launch an innovative new product line: Smirnoff Electric™ spirits.
Recognising how the power of music can bring different cultures and communities together, Smirnoff has partnered with Kiesza and Djemba Djemba making their latest song “Give It To The Moment,” the music for the #WhatWeBring movement. Everyone around the world is now being invited to contribute, collaborate and bring whatever it is they bring to make good times better.
‘Give It To The Moment’ music video – which launched today – embodies the #WhatWeBring movement capturing and celebrating diversity in all its forms – different ages, races, genders, sexuality, cultures and styles. The video is a montage of beautiful and energetic storylines including a same-sex wedding celebration on a crowded Bangkok street involving revellers from all walks of life.
“Ultimately, as an artist, I hope to inspire others to create, through my own creativity. What excites me about #WhatWeBring is that its aim is to show how creativity is all connected, and spawns multiple extensions of new inspiration, from a single source,” said Kiesza. “Artists feed off of one another and drive each other forward with their reinterpretations of existing ideas. I’m truly excited to see how different minds re-invent ‘Give It To The Moment.”
“We see a global generation emerging who simply believe the world should be a more inclusive place. At Smirnoff, we believe that too. #WhatWeBring is more than a single music track, and more than a new product release. With it we’re aiming to create a global social movement that is driven by Smirnoff’s core purpose – inclusivity. We’ve partnered with a host of like-minded international artists and storytellers, with Kiesza and Djemba Djemba’s unique collaboration on the song ‘Give It To The Moment’ giving rhythm to the movement,” said VP Global Content Smirnoff Tim Parkinson.
The #WhatWeBring campaign will culminate in a full length documentary that follows the track’s remix journey around the globe—revealing how some of today’s most creative and diverse artists are bringing the influence of their local environment and culture to create something original. From hip hop to pop, to house to Shangaan electro to old and new Japanese styles and just about everything in between, the remixes will span five continents and incorporate the cultural influences of five artists: Laura Jones of the UK, Toy Selectah from Mexico, Nozinja of South Africa, KosmoKat of Japan and Cassian of Australia.
Known for its inventive flavour portfolio, Smirnoff Electric™ spirits is unlike anything the brand has ever created. Perfect for the chilled shot occasion, a typically high energy part of the night, Smirnoff Electric™ spirits is designed to bring people together and give everyone’s taste buds a jolt with two intense flavours – Berry and Mandarin. With a look as bold as the taste, the bottle features fluorescent colors that activate under black light for a stunning addition to the party.
Fans can visit vevo.com/artist/kiesza to hear the song and check out the Smirnoff YouTube channel http://smir.nf/WWB to watch the music video and check out tons of amazing content about Smirnoff Electric™ spirits and to join the #WhatWeBring movement.