Crate idea: Smirnoff sends global invitation

London – Smirnoff vodka is turning to the public for inspiration in its Nightlife Exchange Project. Consumers from across the world are invited to submit ideas on what represents the best night out in their home country – be it a local cocktail, a fashion trend or a specific DJ – via a dedicated hub on Facebook.

Crates have been shipped to 14 countries, including Argentina, Brazil and Canada. Each country will pack a crate with items representing the best of local nightlife and swap it with one from another country. BBC Radio One DJ Zane Lowe is curating Great Britain’s suggestions, which will be transformed into an event on 27th November in a country yet to be disclosed.

Continuing Smirnoff’s Be There campaign, the project aims to inspire and enable one-of-a-kind experiences, part of the Conviviality Culture, a key theme in the forthcoming LS:N Global Trend Briefing.