Smirnoff have launched the second chapter of their ‘We’re Open’ series – a continuation from their first campaign last year, which celebrated the idea of inclusivity. The advert highlights the story of deaf dance teacher, Chris Fonseca, and aims to takes viewers on a journey through his day to day life, teaching the deaf community that there are more ways to enjoy music beyond just hearing it.
Further promoting Chris’ journey, Smirnoff held a series of dance events in central London last month, where participants wore a vibrating belt around their waists to heighten the senses and get a feeling of what it’s like for Chris to dance when he can only feel the beat and not hear the music clearly. Teaching a series of classes across two days, he strived to raise the awareness of the deaf dancing community to as many people as possible and become a role model for other budding deaf dancers.
Now featuring in the music video for Donaeo’s infectious club anthem Mami No Like, Noisey teamed up with Smirnoff to shoot a mini-doc, which follows Chris planning and practicing his choreography for the making of the video. Dancing since childhood, he was always wary of a lack of awareness and role models for aspiring deaf dancers – so uses this platform to prove there are no barriers when it comes to engaging in his passion.
The Smirnoff We’re Open content can be found on Facebook, Twitter, and YouTube. Find out more on Noisey.