SMIRNOFF "NIGHTLIFE EXCHANGE PROJECT"

Smirnoff wanted to do more than make ads about original nightlife. Smirnoff wanted to make original nightlife. Enter the Nightlife Exchange Project, where we asked Smirnoff’s Facebook and Twitter communities around the world—numbering over 9 million—to share the best of their country’s nightlife and in exchange we gave them the best of someone else’s. It was an unprecedented effort to use the power of social media to create an unforgettable experience in the real world. An effort that led to Adweek presenting Smirnoff with its Brand Genius award, recognizing them as one of the top marketers of the year. One other cool thing: we partnered with Vice Magazine to create compelling original content and document the whole thing...