Smirnoff© unveiled its global campaign, “The Smirnoff Nightlife Exchange Project.”  Continuing on a mission to inspire and enable more one-of-a-kind experiences, this bold attempt will see 14 countries work with respected nightlife figures to discover and celebrate the best elements of their country’s nightlife. These ideas will be captured online, packed-up in a crate and transformed into exciting event experiences. In an epic finale on November 27, the world will swap nights, with each country exchanging the best of their nightlife with that of another.

Smirnoff believes in doing things differently: that when you overturn convention or simply change one of the ingredients of a night out, you can create something special, something extraordinary—a night you look back on and are proud to say «I was there». Part of the «Be There» campaign, The Smirnoff Nightlife Exchange Project sees 14 countries embarking on a cultural exchange. Hailing from six continents, the 14 countries taking part—Canada, the USA, Great Britain, Argentina, Australia, Brazil, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela—represent the many vibrant sights, sounds and tastes of global nightlife culture today, and will each bring a unique and exciting flavour to the project.

Via a dedicated hub on Facebook consumers are invited to make suggestions for what represents the best of the nightlife and vote for their favorites. This might be a specific type of music, a locally-conceived cocktail or a fashion trend unique to this country. Once the suggestions are in, it will be up to a local expert Curator in each country to decide what will represent the very best of each country’s nightlife in the exchange.

The vital ingredients of each country’s nightlife will be revealed on October 22. Each country will then pack up the best of its nightlife into a crate for one of the other countries to experience on November 27.