How Smirnoff Captured the Freedom of Beirut's Nightlife

Smirnoff and Leo Burnett tapped into the youthful spirit of rebellion for a project designed to celebrate diversity and energise Beirut.

The cornerstone of campaign is a song that captures the noise and atmosphere of a night out in Lebanon. Leo Burnett teamed up with Lebanese-Mexican singer Blu Fiefer and the DJ Jana Saleh. They headed out into the night and recorded sounds from the bars, the streets, the people, the clubs. With these sounds, they wove together a track that would kick off a massive party. Click-clacking high heels, cocktail shakers, alarms, dancefloor cheers – all were collected. The thinking behind the track was that Lebanon’s nightlife is the most inclusive and the least discriminatory apect of the country, where people of all genders, sexualities, religions and ethnicities can leave labels behind.

The #MySoundCounts campaign kicked off in April but it’s still going on – and even the case study video has been cut to the sounds of Beirut’s nightlife.