A refreshing collaboration has been brewing between Smirnoff, a well-known player in the Canadian alcohol scene, and a duo of emerging Canadian artists. The brand has launched its WE DO WE campaign as a way to boost social connection. A survey conducted by Diageo Canada revealed that 62% of Canadians aged LDA-29 feel isolated. The musical duo that’s been selected for this is Vancouver-based producer, Isaac Zale, and Toronto artist, Leila Dey.
Four-track EP from Isaac Zale and Leila Dey
The two artists have been gaining plenty of traction with their presence and content. Dey recently opened for singer-songwriter Jessie Reyez on the artist’s Yessie tour. While Zale has been coming up with a new song weekly with his ‘no label, no budget’ series on social media.
Both artists created their shared EP by using creator kits from Smirnoff. The kits came with audio gear, samples of Smirnoff products and other custom merchandise as instruments. After each artist was done with their work, it was sent to the others so they could add their own style that was reflective of their background.
“Participating in WE DO WE with Smirnoff has been a profound and incredible journey,” Zale said in a press release statement. “Music, for me, has always been a medium to express the vast spectrum of human emotions and experiences.”
“It reignited the joy and playfulness in my music, much like the carefree days of singing in my youth,” Dey also said in the statement.
Where can I listen to the songs?
You can check out the tracks on Spotify via the WE DO WE – Canada playlist on the platform. You can also give them a list over at Union Station from May 21-27.
In addition to this Toronto activation, Smirnoff has also planned for others in the country throughout the rest of the year.