Smirnoff made a Global Equalizing 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 30″ video
- Workshops fully-booked within 24-hours
- 100+ introduced to DJ and production skills