Isaac Zale and
Leila Dey collaborate on a four
track EP in celebration of the spark that's created when different
people come together.
TORONTO, April 10,
2024 /CNW/ - Smirnoff, Canada's #1 vodka1, is today
announcing the release of a four track EP that celebrates
Canada's musical diversity in
partnership with Vancouver based
producer, Isaac Zale, and
Toronto artist, Leila Dey.
Music has the power to bring people together and bridge cultural
divides in a way that few other things can. The new drop from
Smirnoff comes as feelings of loneliness are on the rise and a
global 'joy recession' continues to take hold2. 62 per
cent of Canadians aged LDA-29 say they often feel
isolated3. The new Smirnoff WE DO WE campaign aims to
fuel social connection and foster moments of inclusive joy.
The duo at the heart of the activity were chosen for the project
because of their unique musical styles and shared desire to create
art that aims to lower barriers faced by those seeking connection,
because together sounds better. Both artists have been making waves
in the local music scene with Leila
Dey recently opened for Canadian powerhouse Jessie Reyez on her Yessie tour whilst
Isaac Zale caught the attention of
many on social media through his 'no label, no budget' series where
he created a new a song every week.
In a celebration of collaboration, each artist embarked on a
creative journey rooted in their own Canadian experience to produce
original tracks that reflect their rich, unique backgrounds. Dey
and Zale used innovative creator kits from Smirnoff, featuring
audio gear, samples of Smirnoff product and other custom
merchandise as instruments. Once created, the tracks were sent to
the other artist to mix with their own style, creating two new
unique songs that blend the artists backgrounds together.
"Participating in WE DO WE with Smirnoff has been a profound and
incredible journey," said Zale noting, "Music, for me, has always
been a medium to express the vast spectrum of human emotions and
experiences. Through this platform, I've been able to delve into
new and exciting realms of creativity, pushing my artistic
boundaries through the unifying power that music connects us
all." While Dey shares that same feeling, "remixing Isaac's
work and blending our distinct sounds was a powerful reminder of
music's ability to unite and inspire across genres and
backgrounds," said Dey. "It reignited the joy and playfulness in my
music, much like the carefree days of singing in my
youth."
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1Association of Canadian Distillers Data, Rolling 12
Months, 9L Cases, December 2023.
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2 McCann Worldgroup Truth
Central, June 2023 // Cigna Well-being Survey April 2022
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3
These are the findings of a survey conducted by Diageo Canada
from March 12th to 15th, 2024 among a representative sample of
1,508 online Canadians who are members of the Angus Reid Forum. The
survey was conducted in English and French. For comparison purposes
only, a probability sample of this size would carry a margin of
error of +/-2.5 percentage points, 19 times out of 20.
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All four tracks created by Isaac and Leila are available to
listen to on Spotify via the WE DO WE – Canada playlist and can be experienced
from May 21-27 in Toronto's Union Station. Link to the video
explaining the collaboration and artists stories can also be found
HERE.
"It's nothing short of incredible to work on a program that
celebrates Canada's diversity and
brings such positivity into the world," says Nadia Niccoli, Head of Marketing at Diageo
Canada. "Our mission is to inspire the collective and create
moments where Canadians from different parts of the country can
unite. We are so proud of the work Isaac and Leila have created and
know their work inspires us all to find those moments to come
together and find joy."
WE DO WE activity will ramp up over the coming weeks,
culminating in an activation held at Toronto's Union Station in May. Smirnoff will
take over a spot in the station for a one-week period, turning it
into a space that facilitates the creation of social connections
through music and dance.
Further activations focusing on driving social connection for
Canadians through the power of music are planned across the rest of
2024 and beyond, stay tuned for more.
About Smirnoff Vodka
Smirnoff is the world's
number one vodka brand4 and
Diageo's most popular spirit brand by
volume5. Smirnoff is a brand for
everyone and has been enjoyed for more than 150 years. To
learn more about Smirnoff and any upcoming news, visit
www.smirnoff.com.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands across spirits and
beer categories. These brands include Johnnie Walker, Crown Royal, JεB and
Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.
Diageo is a global company, and our products are sold in more
than 180 countries around the world. The company is listed on both
the London Stock Exchange (DGE) and the New York Stock Exchange
(DEO). For more information about Diageo, our people, our brands
and performance, visit us at www.diageo.com. Visit
Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives
and ways to share best practice.
Celebrating life, every
day, everywhere.
________________________________ 4 IWSR
Global Database, 2023
5 Diageo
Performance Results for fiscal year 2023
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SOURCE Smirnoff Canada