Diageo’s Smirnoff has kicked off a multi-year partnership with Troye Sivan, placing the Grammy-nominated pop star in control of retaining its vibes immaculate.

The vodka model’s tongue-in-cheek marketing campaign, created by McCann New York and Dazed Studio, encourages individuals to ditch to-do lists and make extra time for enjoyable and going out with others.

The collaboration kicked off with a movie during which Sivan provides a press convention to announce his new position as chief vibes officer. Carrying sun shades to beat back the flashing cameras whereas sipping a cocktail, he explains that the job is actual — he even has a enterprise card — and that his mission is to see everybody “go off.”

“For me, Smirnoff has all the time been omnipresent – whether or not it’s at home events, backstage at exhibits, or nights out with associates,” Sivan mentioned in a press release. “I see the model all all over the world, and each time I do, it seems like one thing I need to be a part of.”

Smirnoff is sponsoring Sivan’s Australia and New Zealand tour, which is able to function unique after events in Sydney and Melbourne. The partnership may even be activated throughout social, out-of-home, digital, in-store, and occasions in additional than 20 international locations together with the U.Okay., Brazil, Australia, and India.

“Go Off” builds on Smirnoff’s “We Do We” tagline that McCann unveiled final yr. Smirnoff has been engaged on combating emotions of loneliness and isolation that grew throughout Covid-19 lockdowns, whereas additionally reinforcing its longstanding dedication to the LGBTQA+ group.

Sivan has beforehand appeared in campaigns for Prada, Cartier, Calvin Klein, and the Gap – the latter of which garnered buzz for an advert this yr that includes the singer in its denim assortment.