Brief
Create innovative PR worthy ways to convey Smirnoff’s positioning around original nightlife.

Execution
We created a bold global competition to find ten people to travel the world for a year creating content around the original nightlife they found.

Participants from England, Poland, Canada, USA, Mexico, Brazil, Thailand, South Africa and Japan were selected. A competition to find entrants was run in conjunction with MTV, with entrants from across Spanish speaking Latin America. MTV also partnered with Smirnoff to find Japan’s participant.

IU trained the participants and set up a content management system to gather their content and feed it out to multiple print and broadcast media partners across the participating countries.

Results
A six part series on MTV Japan was complemented by TV coverage in South Africa, Canada, Poland, Mexico, Thailand and Brazil.

Some Smirnoff Ten videos can be seen here and here.