Media News: Smirnoff films to back Experience
Diageo is using an innovative cinema sponsorship to promote Smirnoff Experience, the global dance music events backed by its Smirnoff and Smirnoff Ice brands.
The activity uses a series of short films produced by 4Creative that feature dancer Salah Benlemqawanssa performing to a range of music, from hip-hop to punk, reflecting the music covered by the events.
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The films will be integrated into the Pearl & Dean credits and logo in the advertising trailers in 650 Pearl & Dean cinemas from 17 June.
In a cinema first, the sponsorship, created by Carat, will be regionally tailored to tie in with local Smirnoff events.
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