Smirnoff wants to ‘trigger conversations’ as it launches nightlife inclusivity campaign

Smirnoff is looking to promote inclusivity on the bar and club scene, as part of a year-long partnership with publisher LADbible Group.
‘Free to Be’ will see the two brands produce a series of hard-hitting documentaries and videos that attempt to make difficult topics around race, disability, LGBT+ and other issues more accessible.
The first video, ‘Night Shift’, launches today (1 June) and showcases real ‘nightlife heroes’, including a female bouncer, transge