- 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, 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.
The Smirnoff word and associated logos are trademarks. © 2012
The Smirnoff Co.
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