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