Leading vodka brand Smirnoff has a storied relationship with music. Believing in the medium’s unique ability to bring people together, Smirnoff has championed emerging artists and helped cultivate their fanbase since the brand’s inception. Today, the label continues to unite people through the power of sound as they tap emerging Canadian musicians Leila Dey and Isaac Zale to create an electric, party-ready soundtrack for its “WE DO WE” campaign. The campaign aims to fuel social connection and encourage more moments of inclusive joy.
Smirnoff’s push to connect individuals on a deeper level comes at an apt time as recent studies show Gen Z and millennials reporting increasing feelings of disconnection and loneliness. To combat this global joy recession, Dey and Zale embarked on a musical journey to produce original tracks that were rooted in their own experience. The four-track EP celebrates the spirit of collaboration, inherent in Smirnoff’s ethos, by blending both artists’ distinct backgrounds to create one cohesive listening experience. And like the musicians' collaborative creative process, “WE DO WE” encourages everyone to celebrate the differences and idiosyncrasies that make each person unique and find common ground.
“Remixing Isaac’s work and blending our distinct sounds was a powerful reminder of music’s ability to unite and inspire across genres and backgrounds,” shares Dey. “It reignited the joy and playfulness in my music, much like the carefree days of singing in my youth.”
Dey and Zale share a common desire to unify people through their distinct sounds and were chosen for the project because of their innovative artistry. Born in Toronto, Dey came from a musical family and grew up singing in her community. While Zale, raised in Vancouver, was introduced to music through his father (specifically artists like Billie Holiday, Tupac Shakur, and Led Zeppelin). Both artists have been making a name for themselves in the local music scene with Dey opening for Jessie Reyez’s 2022 “Yessie” tour and Zale catching the attention of new fans through his “No Label, No Budget” series, where he creates a new song every week.
“Participating in ‘WE DO WE’ with Smirnoff has been a profound and incredible journey,” Zale adds. “Music, for me, has always been a medium to express the vast spectrum of human emotions and experiences. Through this platform, I've been able to delve into new and exciting realms of creativity, pushing my artistic boundaries through the unifying power that music connects us all.”
All four tracks created by Leila and Isaac are available to stream on Spotify via the “WE DO WE” playlist. You can also watch “The Sound of We” to learn more about their creative processes on YouTube.
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