#WEAREALLORIGINAL: The Smiley® Company’s Global Campaign Celebrating the Evolution of Originality.

We Are All Original is the campaign created by the original Smiley brand, who have influenced global culture for over five decades.

Smiley is set to disrupt societal norms with their new campaign, “We Are All Original”. In a world that often glorifies success based on societal measures, this initiative celebrates individuality and authenticity, redefining what it means to be a trailblazer. Emphasising the value of self-expression, Smiley’s campaign highlights that everyone is unique, regardless of background or status.

“We Are All Original” is more than just a marketing campaign; it is a beacon of optimism, encouraging consumers and brands alike to redefine the concept of originality. By championing the power of authenticity, it creates a movement that inspires self-confidence, fosters unity, and challenges societal norms, ultimately leaving a lasting impact on our brand and the industry as a whole.

Smiley, in collaboration with its partners, licensees, and retailers will be launching the campaign from May 2024. This includes social media, media partnerships, brand experiences, and influencer collaborations. Featuring a diverse array of global trailblazers, the campaign showcases individuals confidently embracing their originality, serving as a call to action for others to join the movement. The range of profiles who embody the spirit of originality, showcase a mix of global artists, activists, creatives, outsiders and originators. Starting with six mini-documentaries that feature an open storytelling narrative around the value of embracing one’s individuality and celebrating our originality

Kicking off the campaign is Smiley’s CEO Nicolas Loufrani;

NICOLAS LOUFRANI

Nicolas Loufrani is the creative mastermind behind The Smiley Company, one of the world's Top 60 licensors. Nicolas' career started in high fashion, where he launched Saville Row tailor Ozwald Boateng onto the global menswear stage. While working with Boateng, Nicolas transformed him from a market trader on Portobello Road to become an internationally renowned Saville Row tailor, with catwalks worldwide and a cult celebrity following. Today Nicolas has overseen the transformation of Smiley into a globally recognised lifestyle brand that is distributed in tens of thousands of retail stores around the world, generating annual turnover above $410 million and selling over 66 million units per year.

Following this, the talent line-up for the first installment of #WEAREALLORIGINAL series focuses on music with a particular focus on Ibiza artists, playing into the heritage of the Smiley brand, including;

BECKY HILL, SINGER-SONGWRITER

Becky Hill, an electrifying British singer-songwriter, captivates audiences with her soulful vocals and infectious energy. Rising to fame on The Voice UK, she's since dominated charts with hits like "Lose Control" and "Better Off without You." With multiple BRIT Award nominations and two wins, including Best British Single, she's a true powerhouse in the music industry.

ROGER SANCHEZ, DJ

Roger Sanchez, a legendary figure in the global house music scene, is renowned for his DJ prowess, production skills, and innovative remixes. With a career spanning decades, he's a Grammy Award-winning artist and a key influencer in shaping the electronic dance music landscape, leaving an indelible mark on generations.

SAM DEVINE, DJ

DJ Sam Divine, a force in house music, ignites dance floors with infectious beats. A Defected Records standout, her mixes blend classic and contemporary sounds, earning global acclaim. With vibrant energy and seamless transitions, she captivates audiences worldwide.

SYREETA, DJ

SYREETA, an authentic, fearless, inclusive producer and DJ, is a proud British, queer, black woman shattering glass ceilings. With an uncanny ability to read and adapt to crowds, her sets, blending chunky basslines and melodic grooves, have graced dance floors globally, and featured on BBC

SINEAD HARNETT, SINGER-SONGWRITER

Sinead Harnett, the soulful British singer-songwriter, mesmerizes audiences with her emotive vocals and poignant lyrics. Rising from London's vibrant music scene, she has captivated listeners with her distinct blend of R&B, pop, and electronic elements, establishing herself as a formidable talent in the industry.

Smiley’s social media channels saw that the #WEAREALLORIGINAL campaign has kicked off to a fantastic start. As part of its initial launch the campaign has already achieved an impressive reach of 3+ million, 244 in engagement and over 4.5 million views.

Click to view the social posts:

• #WEAREALLORIGINAL - Intro Post
• #WEAREALLORIGINAL - Nicolas Loufrani
• #WEAREALLORIGINAL - Nicolas Loufrani - Carousel

The engagement is a testament to the campaign's resonance and appeal, reflecting the power and popularity of the Smiley brand.

Be part of the movement and join Smiley in celebrating originality through vibrant visuals and compelling stories that reinforce its message: Everyone is an Original #WEAREALLORIGINAL