Smirnoff Reinvents Nightlife With Launch Of Global "Smirnoff Midnight Circus"

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29 Aug, 2012, 16:46 GMT

- Collaborates with Artist David LaChapelle to Create Interactive Art Installation to be Unveiled at Events in Mexico City and Bangkok

NEW YORK, Aug. 29, 2012 /PRNewswire/ -- Smirnoff, the world's leading vodka brand, is breathing new life into the night with the launch of Smirnoff Midnight Circus, a global tour celebrating unique nightlife experiences in more than 25 cities. The program is a collection of ideas – a celebration of the newest, most extraordinary spectacles in nightlife. It is not a circus in the traditional sense of the word, but a modern interpretation by the brand in collaboration with influencers and cutting-edge artists.

To help bring the vision to life, the brand is collaborating with renowned artist and photographer David LaChapelle to create an interactive art installation to be unveiled at premiere events in Mexico City and Bangkok on September 7 and 15, respectively. The piece will inspire a series of innovative experiences taking place around the world over the next six months.

"I was drawn to the creative possibilities in bringing this project to life, and Smirnoff's wish for me to not hold back in doing so," said David LaChapelle. "The installation embodies a modern futurism of today's nightlife culture with innovative body art and ornamentation."

"We're launching this global effort to not only provide fans with unexpected experiences, but also encourage them to find inspiration by trying something new," stated Michelle Klein, Vice President, Smirnoff Global Marketing. "Our collaboration with LaChapelle is bringing that vision to life in a big way."

At events around the world, fans of legal purchase age will find cutting-edge DJ's, performers, mixologists, and acts unlike any other. The experiences will feature two themes: events driven by an innovative use of light to elevate the nightlife experience, and "Secret Sessions" –incomparable experiences at unexpected venues with unannounced performances by top musical acts.

Currently in production, LaChapelle's installation, titled "You're In My Head," will evoke a feeling of enchantment and mystery. The piece will feature a double-sided head inspired by traditions of dance and music that can be found in contemporary electronic music culture worldwide.

A behind-the-scenes view into the creative process and collaboration between the brand and David LaChapelle can be found at www.youtube.com/Smirnoff.

The countries participating include: Argentina, Armenia, Bosnia, Bulgaria, Chile, Colombia, Costa Rica, Croatia, Cyprus, Dominican Republic, Estonia, Finland, Guatemala, Malta, Mexico, Nigeria, Panama, Peru, Philippines, Puerto Rico, Romania, Serbia, Slovakia, Thailand, Trinidad & Tobago, Venezuela and Vietnam.

The program is the newest effort to support the brand's mission to discover the most unique and interesting nightlife, and the latest example of a long standing tradition of partnering with world-renowned artists. In 2011, the Smirnoff Nightlife Exchange Project was implemented. For this initiative, 50 countries shared and swapped the unique aspects of their nightlife, culminating in one-of-a-kind experiences on the same night all over the world.

More information on Smirnoff Midnight Circus can be found at Smirnoff.com.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. Visit www.drinkaware.com and Diageo's own global resource www.DRINKiQ.com for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.

Celebrating life, every day, everywhere.

Press Contacts: Edelman Public Relations
Shannon Chiger, 212-642-7754
Shannon.Chiger@Edelman.com

Daniel Hernandez Lyon, 212-277-3738
Daniel.Hernandez@Edelman.com