Smirnoff has a message of inclusivity. So when it came to launching the brand into new emerging markets, we wanted to spread that message to a new audience. We did that by celebrating real people who turn the simple act of going out into a stand for openness and diversity. After much research we chose to tell the story of albinism in Africa through the eyes of Jeffrey Jewell, a Congolese-French DJ. In this film, Jeffrey Jewell, a DJ with Albinism, takes a stand against rising intolerance towards albinos in Africa by hosting a party at an underground nightclub. By inviting everyone, regardless of their skin colour, to join him he celebrates inclusivity and proves that we’re all the same on the dancefloor.