Stylist Richard de Jager brings his incredibly ability to combine the avant-garde and street style to Smirnoff's third iteration of their "We're Open" campaign.

Set in an African context for the first time, this edition documents Congolese-French DJ Jeffrey Jewell engaging with people through music and dance on his first visit to South Africa. Jewell becomes a role model for others with Albanism, who are discriminated against and ostracised from society throughout Africa.

We're Open promotes inclusivity while celebrating diversity. It is a reminder of Smirnoff's history of supporting minorities, having sponsored Gay Pride for 16 years.