A new Smirnoff Europe ad campaign collaborates with disabled people to help disabled people. Using the latest brainwave Emotiv EPOC technology, Smirnoff worked with a DJ to produce a track reflecting the mind of three physically disabled music lovers. This track, called Mindtunes, is now available on the iTunes store for purchase; its proceeds will be donated to Queen Elizabeth’s Foundation for disabled people.

This video outlines the whole story of how DJ Fresh collaborated to create this track. It is heart-warming, its music is feel-good. Overall, it reminds us that there is a creator inside each and every one of us; this is the exact message Smirnoff wanted to get across.

The track and video were followed by a twitter campaign called "#yoursforthemaking," in line with the project's philosophy that everyone has the mind to create.