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Diageo’s Smirnoff has kicked off a multi-year partnership with Troye Sivan, putting the Grammy-nominated pop star in charge of keeping its vibes immaculate.
The vodka brand’s tongue-in-cheek campaign, created by Dazed Studio with production support from McCann New York, encourages people to ditch to-do lists and make more time for fun and going out with others.
The collaboration kicked off with a film in which Sivan gives a press conference to announce his new role as chief vibes officer.
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