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WORK: THE NIGHTLIFE EXCHANGE PROJECT 

SERVICES: EXPERIENCE DESIGN, MEDIA + PR STRATEGY 

SMIRNOFF

A global campaign for countries to come together and “swap” their nightlife cultures. Sister cities exchanged people, resources, and party decor during one simultaneous celebration around the world. London transformed into Cape Town, Miami became Berlin, Sydney became Rio de Janeiro. All told, 14 countries across six continents participated, with artists like Madonna, N.E.R.D., Boys Noize, and Zane Lowe serving as musical ambassadors. 

 

We produced the project on behalf of Smirnoff, executing 12 activations around the world, capturing all photos and video for social sharing, and leading a massive PR campaign. 

 

RESULTS: First YOY sales growth for the brand in 3 years; 1.8B impressions delivering over $30M in earned media value; +375% community growth rate (10M fans = world’s largest spirits community). 

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