LET'S TALK

Smirnoff x 99 Degrees

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We march with pride. We connect with diversity.

At the largest LGBT+ march in Latin America, Smirnoff just participated. It became part of the message. A collaboration that took the brand presence to another level: more human, closer and, above all, more real.

 

Being seen was not enough. We wanted to be part of it.

 

The goal was clear: to create a disruptive activation for the LGBT+ CDMX 2025 March that represented diversity, connected emotionally with the community and positioned Smirnoff as an authentic, not circumstantial, ally.

A brand that not only waves the flag, but marches with it. An experience that speaks from the heart.

 

A global brand. A sea of 1.2 million people.

 

Smirnoff, known for its inclusive spirit, faced a challenge that went beyond traditional marketing: to stand out in the most crowded march on the continent without being superficial.

The challenge was to achieve a real and representative connection, without advertising noise. And at 99 Degrees we transformed it into opportunity to the Power⁹⁹.

 

The marks were not to be seen. They had to see.

 

In a context loaded with messages, colors and speeches, we discovered a powerful truth: the strongest messages are not in the banners, but in the people who walk next to you.

Thus was born the idea of turning media into people, and people into messages. A human medium for a human message

 

The activation did not walk. It vibrated.

 

We designed a mobile, emotional and deeply human experience together with Smirnoff:

  • 8 archetypes of pride, representing different ways of being and loving.
  • Walking Boards with a light of their own, powerful messages and vibrant visuals.
  • Real interaction: merch, hugs, laughs, and viral photos.
  • Active presence from 12 to 4 PM in the heart of the march.

 

Human resources, exponential results.

 

  • +1.2 million attendees watched the Walking Boards.
  •  Organic virality: archetypes became photo spots in networks.
  • Authentic interaction: merch in hand, smiles without filter.
  • Presence without static: the message walked, vibrated and was felt.

The power of the message was directly proportional to the level of emotional connection we generated.

 

Results

 

  • Pure emotion: a campaign that is 100% alive, real and memorable.
  • Genuine conversation: people didn't talk about Smirnoff. They talked to Smirnoff.
  • Noiseless recall: very high visibility without traditional formats.
  • Connection with soul: because when the message reaches the heart, it doesn't need volume, it needs soul.

More than a brand, a message

 

We don't just activate brands. We activate messages that matter.

In a march where everyone is welcome, our media also had to be human. And so it was: we walked alongside the community with empathy, creativity and purpose.