Smirnoff Nightlife Exchange Project

PROBLEM: Most people only get to experience the nightlife in their own city or town. But what if they’re curious about how the rest of the world goes out?

INSIGHT: Every city has its own nightlife culture — the places, rituals, music and energy that only locals truly know.

IDEA: Create a global Nightlife Exchange — inviting people around the world to share what makes their city’s nightlife unique, then bringing those experiences to life in another city, in another country.

SYSTEM: We invited people around the world to submit the best of their local nightlife, then literally packed those experiences into shipping crates and exchanged them as part of an epic global celebration.

RESULT: On one night, 14 countries across 6 continents exchanged their nightlife, creating a global experience that connected people through culture.