Smirnoff Move The Needle

Smirnoff made their Global Equalising Pledge in early 2017 to double the number of female, trans and non-binary headliners at electronic music festivals by 2020.

We were tasked with launching the pledge in Ireland in a meaningful way, so we created Move the Needle, an inspirational mini-documentary featuring women from the Irish scene, a call to action to free DJ and production skills workshops, and a showcase.

  • 30+ pieces of Irish and international press
  • 500K+ views of social video
  • Workshops fully-booked within 24 hours
  • 100+ introduced to DJ and production skills