Dazed Studio worked as Smirnoff’s cultural agency to announce Troye Sivan as their ‘Chief Vibes Officer,’ sparking a movement that capitalized on the superstar’s global fandom. In his role as Smirnoff’s CVO, Troye invited legal drinking age Gen Z consumers to GO OFF and have a bit of fun.

Through high-energy teasers, striking visuals, and a viral social stunt, we introduced Troye Sican as Smirnoff’s Chief Vibes Officer, driving a multi-channel campaign that captured Gen Z’s attention and delivered one of the most successful campaigns in the brand’s history.

AMPLIFYING IMPACT WITH FAN-DRIVEN SOCIAL STORYTELLING