SMIRNOFF: The Nightlife Exchange Project

What does a night out in a city, on the other side of the planet – feel like?

We invited cultural influencers from 14 countries around the world to curate experiences that best captured a night-out in their country and then helped recreate it in a different part of the world.

From an Irish bar in Buenos Aires to Brazilian Samba dancers in Sydney, for one night – latitudes and longitudes seemed to melt as the world partied through the night.

We then told the story of nightlife exchange in collaboration with MTV and released it episodically as a documentary in 14 countries.

PEOPLE’S CHOICE: After it was named the "hands-down favorite" in a New York Times blind taste test by critics, Smirnoff acknowledged the accolades but preferred the opinion of ordinary people to determine the best-tasting vodka on the shelf.

To kick-off the new campaign, Smirnoff put their vodka to the test by hosting a massive blind taste test event on at The Tao Nightclub in Las Vegas plus hundreds of events across the country.

At these events, Smirnoff went head-to-head with premium and ultra-premium vodkas to let people pick the best tasting vodka. The campaign was supported by a fully integrated print, broadcast, digital, out-of-home, in-store, and public relations marketing campaign, as well as promotional events throughout the year.

Credits: JWT/Michael Ashley, Dinesh Kapoor, PrettyBird Productions