For the past 12 months, Smirnoff has been on a mission to empower its restless, creative, adventurous and social community with a cause to overcome convention in nightlife.

With a little bit of help from the brand, the global community has spent the past year inventing new ideas for great nights out; co-creating events around the world; working with artists to think up and put on one-of-a-kind experiences that one talks about forever. All of this enabling the consumer’s burning desire for 15MB of fame.

The result? A highly engaged and creative bunch of a few million people; putting the community at the heart of Smirnoff’s marketing and global events platform.