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Smirnoff Launches Project X

In an ambitious move set to break new ground in nightlife experiences, the world’s leading vodka brand Smirnoff has unveiled ‘The Smirnoff Nightlife Exchange Project’. Continuing on a mission to inspire and enable more one-of-a-kind experiences, this bold attempt will see 14 countries work with respected nightlife figures to discover and celebrate the best elements of their country’s nightlife. These ideas will be captured online, packed-up in a crate and transformed into exciting event experiences. In an epic finale on 27th November, the world will swap nights, with each country exchanging the best of their nightlife with that of another.

The Smirnoff Nightlife Exchange Project puts these fans and the general public at its very center. Participants are invited to make suggestions for what represents the best of South Africa’s nightlife which will be captured via a dedicated hub on Facebook, These suggestions might be a specific type of music, a locally-conceived cocktail or a fashion trend unique to our country. Once the suggestions are in, it will be up to the local expert Curator in each country to decide what will represent the very best of each country’s nightlife in the exchange.
Smirnoff South Africa will be working with DJ Fresh and DJ Euphonik as South Africa’s curators. Both are well respected personalities in the South African nightlife scene, and will work to discover and celebrate the best elements of South Africa’s nightlife and create the one of a kind South African event that will be exchanged with one of the other countries.

DJ Euphonik says “It’s an honour to be asked to represent something as huge as The Smirnoff Nightlife Exchange Project. In the last year or so I’ve had the privilege of travelling to Miami, London, Ibiza and New York and I from what I’ve seen, South Africa has more to offer than the rest of the world anticipates and being part of the team responsible in exposing that is an amazing feeling.”

The Nightlife Exchange Project will take place in 14 countries located in six different continents and they include: South Africa, USA, Argentina, Brazil, Canada, Germany, India, Lebanon, Poland, Thailand, Ireland, Great Britain, Australia and Venezuela.

The ingredients of South Africa’s nightlife will be revealed on 22 October 2010. Once revealed, South Africa will exchange with crates with one of the other countries to experience on November 27. South Africa will exchange its nightlife experience with one of the 13 other countries, the big question to be answered… which country will it be?

Starting 13 September, South Africa’s crate will tour 4 cities – Johannesburg, Durban, Port Elizabeth and Cape Town – collecting participant’s ideas to be sent to the exchange country.

This project is expected to surpass the enormity of the much revered Smirnoff Experience MashUp Street, headlined by world #1 DJ, Tiesto, in Johannesburg earlier this year.

Adrian Petersen, marketing manager for Smirnoff says, “The Smirnoff Nightlife Exchange Project is a display of Smirnoff’s continuation in staging original events of global scale. We believe in pushing boundaries and have taken things a notch higher since the aftermath of MashUp Street. Smirnoff will connect the world in a shared cultural exchange of the best nightlife experiences from around the world and the result will be memorable night that is emblematic of the current global nightlife culture.”

Submit your ideas to help shape this unique global experience and find out how you can join the worldwide party on 27 November 2010. Visit and make your suggestion as to what makes South Africa’s nightlife unique.

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