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We Are All Original

THE SMILEY® COMPANY’S GLOBAL CAMPAIGN CELEBRATING THE EVOLUTION OF ORIGINALITY

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. 

WHERE YOUR STORY CAN BE HEARD.

Smiley, in collaboration with its partners, licensees, and retailers launched the campaign in 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 that embody the spirit of originality, showcases 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.

BECKY HILL

Introducing Becky Hill, our first Original in Smiley’s We Are All Original campaign.

For Becky Hill, originality is synonymous with perserverance and surrounding yourself with a community that motivate and inspire you. Her journey in the music industry is as testament to the power of persistence and the importance of finding people who support your growth.

Becky’s music has become a positive outlet for her, which she is now able to share with others. Her goal is to use the music that change her life, to make others feel seen and heard.

“Surround yourself with people who are better than you, smarter than you, because you will only ever be brought up to their level.”

Sinead Harnett

The second trailblazer to feature is singer/songwriter Sinead Harnett. Influenced by her half-Thai and half-Irish origin, Sinead’s music has a distinctive and soulful sound.

Her sound is a celebration of London’s diverse and gritty culture, seamlessly blending R&B, pop, and electronic beats to create something truly unique. Sinead’s originality shines through her authentic and heartfelt writing, driven by a relentless pursuit of self-improvement.

Sinead Harnett’s journey in music is one of profound discovery. As a woman navigating the music industry, she has learned the importance of setting boundaries and celebrating her achievements. Her story is a powerful reminder that originality involves embracing where you come from while setting an inspiring example of where you’re headed. Sinead’s approach encourages everyone to act without ego and recognize the endless possibilities that arise from being true to oneself.

“What makes an artist original is when they absolutely unveil their truth. Show that vulnerability and be 100% in your truest form.”

Roger Sanchez

From his beginnings at the High School of Art and Design to his iconic residency in Ibiza, Roger Sanchez has become a legendary figure in the world of music and dance. His upbringing in a Latin household deeply influenced his musical journey, blending Latin, disco, funk, and soul into a unique and captivating sound.

For some, creativity is innate. For Roger Sanchez, DJing transcends mere performance; it is an art form that fosters unity and connection. As an ex-breakdancer, Sanchez brings a unique perspective to his DJ sets, envisioning the experience from the crowd’s viewpoint. This immersive approach allows him to guide his audience through a transformative dance experience, creating unforgettable memories and evoking powerful emotions.

“One of the things that has really cemented my love of DJing has been the act of communication and expression. To control the crowd and connect with an audience that I used to be part of.”

Syreeta

Syreeta is a groundbreaking producer and DJ, who stands out as a proud British, queer, black woman. She is a bold voice in the music industry, breaking barriers and redefining originality. For Syreeta, DJing is all about uniting communities and sharing positive vibes through her music.

Syreeta’s love for music started in her father’s bar, surrounded by diverse sounds that shaped her eclectic taste. Embracing her identity as a queer, black female artist, she found her true calling in house music. This genre gave her a profound sense of belonging and has been a cornerstone of her musical career. Mixmag recently praised her for a sound as diverse as her life, highlighting her global influence and unique style.

“Being a woman, queer and black – I’ve got all the odds against me…My difference is unique and beautiful.”

Sam Divine

A woman of many talents, Sam Divine has made a name for herself as a DJ, producer, and entrepreneur. Her journey from difficult beginnings to becoming a worldwide force within the industry is a testament to her hard work and determination.There’s something about Sam Divine’s ability to be both completely original yet equally relatable that is both profound and inspiring. She has a unique talent for connecting with her audience while staying true to her distinct style. This duality is what sets her apart in the competitive world of music.

When asked about her experience in the house industry, Sam Divine likened it to that of being a boxer. She explained that the preparation for a performance involves mental, physical, and musical discipline. Once she steps onto the stage, the fight begins, and the audience is immersed in her blend of soulful house and techno. Her performances are a dynamic mix of energy and emotion, drawing in crowds and creating unforgettable experiences.

“I just want people to be inspired, the sky really is the limit you can do anything that you aspire to.”

Christian Cowan

Originality comes naturally to Christian Cowan. Bold, unapologetic, and always evolving, his designs refuse to blend in. From feathered gowns to sharply tailored blazers, Christian’s work turns heads because it’s authentic — a true reflection of his own journey in fashion. Raised in England, Christian brings a duality to his work that reflects his upbringing—elegant yet eccentric, polished but full of energy—setting the tone for a career built on instinct and individuality.

Since launching his label in 2017, Christian has continued to push boundaries, evolving his collections for those who want to stand out on their own terms. With strong tailoring, fluid silhouettes, and a growing line of accessories, his work is confident, glamorous, and designed for real life, not just the runway.

“We believe there is always more to do, and being as sustainable as possible is important.”

#WeAreAllOriginal

Immediate Impact

The #WEAREALLORIGINAL campaign launched with strong momentum across Smiley’s social channels, generating over millions of views and reaching tens of millions of people in its opening phase. With a focus on creativity, self-expression and inclusivity, the campaign is already sparking meaningful conversations, backed by significant engagement and growing interest from across the community.

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