Isaac Zale and Leila Day to collaborate on a four-song EP celebrating the spark that is created when different people come together.
TORONTO, April 10, 2024 /CNW/ – Smirnoff, of Canada #1 Vodka1today announces the release of a four-song EP celebrating of Canada musical variety in partnership with Vancouver based producer, Isaac Zaleand Toronto painter, Leila Day.
Music has the power to unite people and bridge cultural differences in a way that few other things can. The new drop from Smirnoff comes as loneliness rises and the global ‘recession of joy’ continues to take hold2. 62 percent of Canadians aged LDA-29 say they often feel isolated3. Smirnoff’s new WE DO WE campaign aims to stimulate social connections and encourage moments of inclusive joy.
The duo at the heart of the activity were chosen for the project because of their unique musical styles and shared desire to create art that aims to lower the barriers faced by those seeking a relationship because they sound better together. Both artists are making waves in the local music scene with Leila Day recently opened for the Canadian powerhouse Jesse Reyes on her Yessie tour while Isaac Zale caught the attention of many on social media with his ‘no label, no budget’ series where he created a new song every week.
In honor of the collaboration, each artist embarked on a creative journey rooted in their own Canadian experience to create original songs that reflect their rich, unique backgrounds. Dey and Zale used innovative Smirnoff creator kits that included audio equipment, Smirnoff product samples, and other custom merchandise as tools. Once created, the songs were sent to the other artist to be mixed with their own style, creating two new unique songs that combined the artists’ backgrounds.
“Participating in WE DO WE with Smirnoff has been a profound and incredible journey,” said Zale, noting, “Music has always been a vehicle for me to express the wide range of human emotions and experiences. Through this platform I have been able to enter new and exciting areas of creativity, pushing my artistic boundaries through the unifying power that music brings us all together..While Day shared the same sentiment, “remixing Isaac’s work and blending our different sounds was a powerful reminder of music’s ability to unite and inspire different genres and mediums,” said Day. “It rekindled the joy and playfulness in my music, like of the carefree singing days of my youth.”
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2 McCann Worldgroup Truth Central June 2023 // Cigna Well-being Survey April 2022 |
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3 These are the results of a survey conducted by Diageo Canada from March 12 to 15, 2024 among a representative sample of 1,508 online Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. Just for comparison purposes, a probability sample of this size would carry a margin of error of +/-2.5 percentage points, 19 times out of 20. |
All four songs created by Isaac and Leila are available to listen on Spotify via WE DO WE – Canada playlist and can be experienced by May 21-27 in of Toronto Union Station. A link to the video explaining the collaboration and the stories of the artists can also be found HERE.
“It’s nothing short of amazing to work on a program that celebrates of Canada diversity and brings such positivity to the world,” he says Nadia Nikoli, head of marketing at Diageo Canada. “Our mission is to inspire the collective and create moments where Canadians from different parts of the country can come together. We are so proud of the work that Isaac and Leila have created and know that their work inspires us all to find those moments to come together and find joy.”
WE DO WE activity will increase in the coming weeks, culminating in an activation held at of Toronto Union Station in May. Smirnoff will occupy space at the station for a period of one week, transforming it into a space that facilitates the creation of social connections through music and dance.
Further activations aimed at driving social connections for Canadians through the power of music are planned throughout the rest of 2024 and beyond, expect more.
About Smirnoff Vodka
Smirnoff is the number one vodka brand in the world4 and Diageo’s most popular alcohol brand by volume5. Smirnoff is a brand for everyone and has been around for over 150 years. To learn more about Smirnoff and all upcoming news, visit www.smirnoff.com.
About Diageo
Diageo is a global leader in alcoholic beverages with an outstanding collection of brands in the spirits and beer categories. These brands include Johnnie WalkerCrown Royal, JεB and of Buchanan whiskeys, vodkas Smirnoff, Cîroc and Ketel One, Captain Morgan, Baileys, Don JulioTanqueray and Guinness.
Diageo is a global company and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.comfor information, initiatives and ways to share best practices.
Celebrating life, every day, everywhere.
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SOURCE Smirnoff Canada
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