Smirnoff and LADbible join forces to promote inclusivity within nightlife culture

Smirnoff and LADbible have launched ‘Free to Be’, a year-long partnership to champion inclusivity and specifically to encourage a more positive culture within the nightlife culture.


Smirnoff has announced Free To Be, a year-long partnership with LADbible Group to champion greater inclusivity. The collaboration aims to promote empathy and discussion amongst LADbible’s 62m+ followers towards minority communities with a focus on the nightlife environment.

Making the world a more inclusive place is central to Smirnoff’s purpose. In 2017 Smirnoff launched the latest chapter of the “We’re Open” initiative, which aims to give a voice to the non-binary community and push the cultural conversation around gender equality and representation forward.

Through a series of hard-hitting creative content, Free To Be intends to break down barriers and encourage a generation to have those difficult conversations they may otherwise not have had with a more diverse range of people. The campaign will incorporate social content that combines humour, relatability and the inclusive good times nature of nightlife, with a special emphasis on gender identity and disability.

The partnership will officially launch with ‘Night Shift’, a short-form documentary showcasing inspirational stories from everyday heroes including a female bouncer, transgender bartender and a toilet attendant who works in a gender-neutral toilet. 

Nicholas Cornbleet, Senior Brand Manager Smirnoff says:

“Inclusivity is central to Smirnoff as a brand and Free to Be offers an exciting opportunity to promote our belief that good times are better with an inclusive mindset to a broad UK audience.

“We have long demonstrated our commitment to the LGBT+ community over the years through our ongoing partnership with the LGBT Foundation, Smirnoff’s Equalising Music initiative, which aims to double the amount of women and non-binary headliners in music, as well as through our #ChooseLove campaign around Pride.

“We are delighted to be announcing this partnership with LADbible and look forward to seeing the impact that this unique campaign will have.”

‘Night Shift’ featuring Michelle, Eli and Precious 

Arian Kalantari, Co-Founder LADbible Group says:

“Free To Be is the perfect brand partnership bringing together the inclusive nature of Smirnoff and the power and influence of LADbible and our approach to creating campaigns for the greater good of society.  We can’t wait to see how the positive impact of this ambitious campaign plays out among our community of millions.”

At Diageo we view diversity as one of the key enablers that helps our business to grow. Our values, purpose and standards set the conditions for us to respect the unique contribution each person brings. In May we pledged our support for the UN Global LGBTI Standards of Conduct for Business and in April we joined Open for Business, a global coalition of businesses committed to for LGBT+ inclusion and championing the benefits of a more diverse and inclusive society.

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