Smirnoff tasked Platform13 to oversee the cultural approach and talent for Smirnoff’s gender non-conforming and inclusive “Labels are for Bottles, not People” campaign.


In a world of tone deaf campaigns, our role was to ensure all areas of the campaign represented this community respectfully - from input to final output.


Platform13 curated a committee of respected and influential gender non-conforming people in nightlife to help finesse the creative and comms idea. Our cultural voices were Steven Braines, Jim Warboy, Kareem Reid, Bishi and Lucy Fizz.

Platform13's second task was to recommend the right talent to both represent the community in the ad and to bring Smirnoff’s message to life across the campaign: Honey Dijon, Lucy Fizz, Kiddie Smile, Le Fil and Xnthony

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