Smirnoff spotlights a Congolese-French DJ with albinism in the latest chapter of its "We're open" campaign promoting inclusivity.
Created by 72andSunny, the spot depicts Jeffrey Jewell in South Africa as he uses his music to bring people together and be a role model for others with albinism. Ben Sutton wrote the film and Zachary Heinzerling directed it through Epoch Films.
"We’re open" is expanding beyond the UK and Ireland to Africa, other parts of Europe, Latin America and Asia. Previous instalments have profiled a Swedish-Iranian hip-hop artist and a deaf dance teacher in London.
(This article first appeared on CampaignLive.co.uk)
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Watch the films conceptualised by Taproot Dentsu here