Smirnoff, the world’s leading vodka brand, sought to breathe new life into the night with the launch of Midnight Circus, a global tour celebrating unique nightlife experiences in more than 25 cities. The program wasn't 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 distinguish Midnight Circus as more than just an event, the brand wanted to create a symbol that would celebrate and inspire new spectacles in nightlife.

To help bring this vision to life, Smirnoff collaborated with renowned artist and photographer David LaChapelle to create an interactive art installation to be unveiled at premiere events in Mexico City and Bangkok. The installation then inspired a series of innovative experiences taking place at Midnight Circus events around the world over the next six months.

LaChapelle’s 40-foot installation, titled “You’re In My Head,” featured a double-sided head inspired by traditions of dance and music found in contemporary electronic music culture. Unveiled in high traffic locations in each city with LaChapelle in attendance, the installation marked the arrival of Midnight Circus and became a beacon for a new nightlife experience.

The program garnered more than 300 million media impressions within six months and drove rich coverage around Midnight Circus and Smirnoff’s collaboration with LaChappelle. The brand’s social channels in both markets also saw a significant increase in traffic and conversation.

Smirnoff collaborated with visionary artist and photographer David LaChapelle to create an interactive Midnight Circus art installation to be unveiled at featured premiere events in Bangkok and Mexico City. The interactive installation created by LaChapelle served to inspire people around the world to be open to possibilities and try something new.

The brand’s strategy included three phases: creative development, reveal and experience. The first phase documented LaChapelle’s creative development of the installation and included releasing a behind-the-scenes video around the partnership and experience. Next, the brand unveiled the installation at Midnight Circus premiere events in high traffic locations in Mexico City and Bangkok. In each city, the installation stood out from the cityscape and sparked wonder and stares as people discovered it. Finally, the brand held press conferences in each city with LaChapelle and Smirnoff executives. For select media, Smirnoff conducted one-on-one interviews.

• More than 300MM media impressions in the first six months

• 100+ journalists that Attended Press Conferences with David LaChapelle and Diageo Executives in Mexico City and Bangkok

• 3,500+ Consumers Engaged Directly at the Smirnoff Midnight Circus Global Premiere Events in Mexico City and Bangkok

• 70% of articles Included Positive Messaging, with Zero Negative Stories

• 76% Articles Included a visual of the installation or event

• Secured 14 one-on-one media interviews with David LaChapelle and leading Bangkok and Mexico City media

• Smirnoff’s Mexico Facebook page saw an average increase in audience reach of about 70,000 consumers

• 9,000+ Thai consumers were talking about Smirnoff during the launch period on Facebook