Smirnoff takes on internet trolls with new creative marketing campaign

Drinks brand Smirnoff has launched a new online campaign that it sees it taking on internet trolls while promoting creative artwork.
 
June marks Pride Month in the UK, with Smirnoff working closely with the LGBT community over the past two decades to support diversity and equality in society.
 
To mark the month-long event, Smirnoff is seeking out homophobic and other hate-related posts on Twitter, replying to them with unique illustrations and other forms of artwork that are accompanied by the hashtag #ChooseLove.
 
Smirnoff hopes to raise awareness of its brand and values through the campaign, as well as helping to promote artists and make social media a more colourful, inclusive environment.
 
Chris Laidlaw, head of Smirnoff Europe, commented: "Through our campaign we hope to have a positive impact that encourages a dialogue of understanding, respect and compassion in both social media and wider society."
 
The artwork posted throughout the campaign will be displayed at a special exhibition on Thursday July 6th and Friday July 7th ahead of this year's London Pride Parade.