— MINDTUNES —

 

ENABLING 3 PHYSICALLY DISABLED MUSICIANS TO MAKE MUSIC ONCE AGAIN, ONLY USING THEIR MIND.

 

— The brief —

 

Since Smirnoff is linked to nightlife and music the aim was to provoke conversation within the music community and key influencers by demonstrating how innovation and inventiveness (two key brand beliefs) enables people to unlock their creativity and realize their dreams.

 

— Idea —

 

To show what people have the power to create if they’re given the means to do so we enabled 3 physically disabled musicians to realize their dream: make music again. To do so we mixed our musicians with a world’s leading brainwave technology expert and chart topping electronic music producer DJ Fresh. The goal was simple: create a new platform that enables our disabled musicians to make a music track with only one instrument: the mind. Once the music track was finished, we made it downloadable on iTunes and Amazon. All proceeds were donated to Queen Elisabeth Foundation for disabled people. A video clip was made and the complete journey was to be seen in an 11-minute documentary that was seeded to press and music forums