Vice, 72andSunny bring Smirnoff Electric to the party

"#WhatWeBring" campaign kicks off with a 4-minute hallucinogenic rave featuring Kiesza and Djemba Djemba

Smirnoff is launching a new product line — Smirnoff Electric — in the UK with a music video and song by Kiesza and Djemba Djemba.

72andSunny was the agency behind the campaign, which was created in conjunction with Vice.  The music video, which was shot by Brthr, shows bright young things around the world going for a night out and enjoying a shot of Smirnoff Electric, a fluorescent alcohol drink that comes in berry and mandarin flavors. The second part of the campaign is a documentary that shows the Keisza and Djemba Djemba track being re-mixed by different artists from across the world; it was shot by Danny Abel through Virtue, Vice's in-house creative department.

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