• by Teresa Buyikian , September 29, 2025

Australian singer-songwriter and actor Troye Sivan is the star of Smirnoff’s latest campaign that encourages consumers to “take their plans out of the group chat to meet IRL for the ultimate group hang.”

The centerpiece of the effort is real-life scavenger hunt, to be held in Los Angeles Oct. 2 just ahead of International Vodka Day on Oct. 4. The “hunt” will be for various briefcases that will be hidden in “iconic spots “across the city, with teams piecing together clues and hints dropped from Sivan on the brand’s Instagram @Smirnoff.

Videos starring Sivan, who has been designated Smirnoff’s chief vibes officer, can be seen here, which provide viewers an inside view of the fictional “Smirnoff Vibes HQ.” The HQ is equipped with a temp-controlled Smirnoff Ice room, a dimly lit break-out room and open-air team briefings, where Sivan is seen busily “working,”  kicking off a productivity check-in with his office.

Sivan took the post of CVO last year with the intention of getting people "out and together." As part of the effort Sivan has been posting Friday work memos “for those wanting to emulate his CVO energy.”

Winners of the hunt will receive a personalized video from Sivan and weekend trip to Palm Springs.

Smirnoff has held Smirnoff Club Rush afterparties following Sivan’s shows in Melbourne and Sydney and will hold a “vibe check” with fans ahead of his headline slot at the World Pride Music Festival in D.C in June.

Additional campaign content includes extended behind-the-scenes videos of Sivan, drink recipes, photography and executions that will run across digital, social and outdoor over the coming months in key global markets such as the U.S., U.K., Brazil and Australia.