Smirnoff Equalizer Named Campaign I&C Top 20
I&C Top 20 honors the brands and creative teams behind a new wave of advertising that reflects the richness and diversity of 21st century America.
Between the Women’s March, #MeToo and #TimesUp, 2017 was a breakthrough year for women, with gender bias and inequality increasingly being exposed. However, in the last six years, less than 10 percent of artists who were nominated for Grammys were women. The Smirnoff Equalizer launched ahead of International Women’s Day in partnership with Carat, analyzing people’s listening habits in real time and creating "equalized" playlists of men and women artists for users based on their listening habits. The campaign helped create 2.7 million opportunities for female artists to be discovered.