- The 3 disabled musicians learned to control 1 instrument each (synth, noise and drums) by the power of their thoughts and DJ Fresh mixed and produced the track.

- We tried out the music track in various clubs, sent the track to all major radio stations and made it downloadable on iTunes and Amazon.

- From the track we made a video clip and the complete journey was to be seen in an 11-minute documentary that was seeded to the press and music community. Payroll, banners and other online media were used to drive extra traffic.

Mindtunes was an instant hit and became one of the most talked about topics on national and international music forums, inspiring people around the world. Mindtunes got 100% positive coverage in all major national, international, music and tech press, and was considered one of the most worthy things a drinks brand has ever done. The music track got airplay on all major radio stations like BBC and even made it into the iTunes Top20. All proceeds were donated to the Queen Elisabeth Foundation helping thousands of disabled people every year to realize their true potential. Apart from a huge share of conversation within the music industry this campaign also managed to gather share of heart.

Objective: create conversation within the music community.

Idea: Enable 3 physically disabled former musicians to realize their dream and make music again. To do this we set up the Smirnoff Mindtunes project enabling them to make music with the power of their mind as the only instrument. Goal was to allow the 3 disabled musicians to produce a finished track together with world famous electronic music producer DJ Fresh. Once the track was finished and tested in nightclubs a videoclip and online documentary was made and the track itself could be downloaded from iTunes and Amazon (all proceed were donated).