Smirnoff partnered with seven of Live Nation’s music festivals to deliver sustainable brand activations to enhance the fan experience. The inspiration for Smirnoff’s sustainability theme stemmed from research found in a Live Nation global live music fan study that found fans are open to engaging with brands that honour and add to culture.
The key is to make sure the idea is culturally relevant, mutually beneficial for fans and brands, and park societal change. As a result, this year’s activations were entirely constructed with sustainable materials.
