Smirnoff set out to show the world how other cultures party with the Nightlife Exchange Project. Fourteen countries participated in this experiment in global nightlife culture. Each country's event featured the culture and nightlife of a sister city. People in Miami could party like a Londoner. Canadians got their fill of India. Brazil, Australia, South Africa, Thailand, Argentina, Germany, and Ireland are some other countries that swapped. See where all the exchanges went down here.
Fans contributed thoughts on what makes their country’s nightlife special using a Facebook application. Each country had a celebrity curator who sifted through the ideas and selected the most highly-rated suggestions. The best of each country's music, food, dance moves, fashion, bands and DJ’s were packed into a crate, which acted as a teaser before the big event. Finally, on November 27th, 2010, the world swapped nights. MTV covered the whole event.
Project by AKQA NY and JWT NY.
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