Smirnoff
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Global real-time integrated digital nightlife campaign across 14 countries
The Smirnoff Nightlife Exchange Project was a call to arms inviting consumer-generated ideas from 14 markets that were then transformed into event experiences. The audience and the brand became collaborators and invented the perfect night together.
The Solution
Working on a multinational basis to coordinate content and scheduling the perfect orchestra of nightlife on a global basis both online and off-line. The campaign culminated in a finale where each of the 14 countries taking part, including the UK, exchanged the best of their nightlife with a partner country.
“I worked with James for almost 2.5 years while I handled Smirnoff at Diageo. James essentially helped set up our entire digital marketing effort. James has an abiding passion and interest in the digital world and gets really deep in terms of detail and focus. James is indefatigable and diligent. He pushed us as a team and it paid off. I truly applaud him for this and for showing me perspectives that I would otherwise have missed.“
Nakul PatakCommercial Director, Diageo India 