TORONTO, Sept. 12 /CNW/ - In an ambitious move set to break new ground
in nightlife experiences, the world's leading vodka brand SMIRNOFF©
today unveils its global campaign, 'The Smirnoff Nightlife Exchange
Project'. In Toronto, local Canadian talent, USS
(Ubiquitous Synergy Seeker) is on hand for the Canadian launch.
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 27th, 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, the brand's most
audacious mission yet, sees 14 countries embarking on a cultural
exchange. Hailing from six continents, the 14 countries taking part - Canada,
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
Having already rallied a global online community of over 2 million
like-minded people, The Smirnoff Nightlife Exchange Project puts these
fans and the general public at its very centre. Via a dedicated hub on
consumers are invited to make suggestions for what represents the
best of Canadian nightlife. 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.
Toronto-based USS is the select Curator for Canada's crate. Fronted by
master craftsmen Ashley Boo-Shultz and turntablist hype-man
extraordinaire Jay Parsons (Human Kebab), the band is known for
eliciting dance-floor eruptions with a jungle-grunge vibe, and who
pop-step their way to a dance folk cuddle.
"To truly experience Canadian nightlife you need a curator that's all
about its awesomeness and we are honoured and proud to be asked by
Smirnoff to accept this role," says Human Kebab, USS. "Having toured our
great nation from coast to coast we have rocked hard with Canadians
nightly for many years now, so we're stoked to fill our crate with every
inch of our country and show our exchange city how it's done."
The vital ingredients of each country's nightlife will be revealed on
October 22nd. Each country will then pack up the best of its
nightlife into a crate for one of the other countries to experience on
November 27th, 2010. The question is - what country will
Tonight in downtown Toronto, USS and SMIRNOFF are celebrating this
unique partnership by lighting up the night sky as dancers ascend on a
mid-air dance floor - the first ever in Toronto - suspended high above
the movie-going crowd. At 8:00pm EST., USS will rock Toronto nightlife
at 100 John Street, and perform an exclusive track to kick off the
Smirnoff Nightlife Exchange Project.
Submit your ideas to help shape this unique global experience, and find
out how you can join the worldwide party on the November 27th by
becoming a fan at href="http://www.facebook.com/SmirnoffCanada%20">http://www.facebook.com/SmirnoffCanada
- it's going to be an event not to be missed.
When enjoying any SMIRNOFF product, SMIRNOFF reminds you to please do so
All applicants must be above legal drinking age.
SMIRNOFF, the world's number-one selling
premium spirit and the top-selling flavored vodka in North America,
traces its heritage back to 19th century Russia. In a January 2005 New
York Times blind taste test of 21 world-class vodkas, SMIRNOFF was named
its "hands-down favorite." SMIRNOFF has always been known for quality
vodka and is enjoyed responsibly in 130 countries around the world.
For more information, log onto www.smirnoff.com
Diageo (Dee-AH-Gee-O) is the world's leading
premium drinks business with an outstanding collection of beverage
alcohol brands across spirits, wines and beer categories. These brands
include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo,
Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling
Diageo is a global company, trading in more than 180 countries around
the world. The company is listed on both the New York Stock Exchange
(DEO) and the London Stock Exchange (DGE). For more information about
Diageo, its people, brands and performance, visit us at
http://www.diageo.com. For our global resource that promotes
responsible drinking through the sharing of best practice tools,
information and initiatives, visit DRINKiQ.com.
Celebrating life, every day, everywhere, responsibly.
/NOTE TO PHOTO EDITORS: Photos accompanying this release are
available at http://photos.newswire.ca.
Images are free to accredited members of the media/
For further information: For further information: