Diageo has launched a £4.5m ‘we’re open’ campaign for Smirnoff, starting with a series of out-of-home advertising running through May and June.

Smirnoff will continue the campaign into summer, with presence at festivals and by sponsoring the Pride in London after party. Last year the Pride festival attracted an audience of over 750,000 people.

Julie Bramham, marketing director for Smirnoff, said the ‘we’re open’ campaign embraces the brand’s democratic and inclusive character and moves people to be more inclusive.