Diageo is launching an ambitious new initiative for its Smirnoff brand, in a bid to create buzz and excitement around the vodka globally.
The Smirnoff Nightlife Exchange Project, aims to identify the best elements of a night out in 14 different countries and then take those elements to a different country to create a night out with a difference.
All of the swap events will take place on the 27 November this year but which countries will swap with each other remains a secret until late in October.
In the UK the company has enlisted the help of DJ Zane Lowe to help compile the best of a UK night out from suggestions made by consumers — ideas can be anything from music to cocktails to a fashion trend.
Brand ambassadors will be touring the UK to collect ideas in the next few weeks and consumers filmed as part of the tour will get a chance to star in the TV campaign which is launching this week to help promote the initiative.
The 14 countries taking part include the US, Brazil, India, Germany, South Africa, Poland and the UK.