‘The Smirnoff nightlife exchange project’ is a global integrated campaign with user-generated elements, initiated in the UK. Other countries included are Australia, India, Thailand, the US, Argentina, Brazil, Canada, Germany, Ireland, Lebanon, Poland, South Africa and Venezuela.
The project, led by JWT, Splendid Communications, RPM and Agency Republic, is based around Smirnoff's Facebook page, blogger outreach programmes, mobile channel Smirnoff.mobi, TV executions and on-ground events including parties featuring world renowned DJs.
Smirnoff partners with MTV in asking people from each of the countries to suggest what they think best represents their country’s nightlife. A selected local expert will judge the submissions and have the final say for the crowning on 22 October. Each country will then package its representative work for exchange with other markets on 27 November.
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