Nightlife Exchange Project
The Smirnoff brand needed a global flagship event for their Nightlife Exchange Project, an ambitious attempt to discover the world's most unique and interesting nightlife in over 50 countries, culminating in one-of-a-kind experiences on the same night all over the world. In addition, Smirnoff needed an extraordinary event to showcase Madonna's 2011 partnership with the Smirnoff Nightlife Exchange Project for a global dance competition. The winning dancer was awarded the coveted prize of joining Madonna's official dance crew.
GTM produced an exclusive event for Smirnoff that highlighted their commitment to dance and music culture. Additionally the event aimed to leverage Smirnoff's relationship as the #1 vodka in the world with Madonna, the #1 female artist in the world. The event also provided content for a national TV commercial co-produced with the brand's AOR (Agent of Record), thus extending the partnership messaging well beyond the live event itself.
In conjunction with JWT