Smirnoff Summer of Music

Client: Diageo - Smirnoff

Smirnoff’s sponsorship of Electric Picnic 2024 redefined festival experiences through inclusivity, cultural relevance, and immersive engagement. Partnering with Live Nation, Smirnoff created the Smirnoff Stage, an electrifying hub of music, connection, and accessibility that embodied the brand’s ethos: “The party is better when everyone is invited.”

To deepen emotional resonance with 18–35-year-olds, Smirnoff implemented a bold strategy to bridge fragmented social connections in an increasingly digital world. The Smirnoff Stage featured high-energy performances, diverse artists, and unprecedented crowd participation, allowing guests to join DJs on stage for a once-in-a-lifetime experience. Accessibility was a cornerstone of the activation, with wheelchair-friendly platforms, sign language interpreters, Braille menus, and noise-canceling earbuds ensuring every festival-goer felt welcome. Beyond music, the Smirnoff Collective celebrated Ireland’s cultural vibrancy with live art, dance, fashion, and immersive workshops. The impact was undeniable. The Smirnoff Stage became one of the festival’s most popular destinations, exceeding engagement, volume, and social reach targets. The activation significantly strengthened Smirnoff’s association with music festivals, cementing its position as the most culturally relevant and inclusive spirit brand in Ireland’s festival scene. A groundbreaking success, This activation firmly positioned Smirnoff as a key player in Ireland’s festival culture and set a new standard for inclusive and engaging festival experiences.