# Musically Charitable Alcohol Ads This Smirnoff Europe Ad Works with Disabled People to Raise Money By Jen Chae | Published 2013-06-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/smirnoff-europe References: [youtube](http://www.youtube.com/watch?v=HyF4ZxGhPHw) & [itunes.apple](https://itunes.apple.com/album/mindtunes-feat.-dj-fresh-single/id655032112?ls=1) A new [Smirnoff](https://www.trendhunter.com/trends/come-on-in) 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](https://www.trendhunter.com/trends/rocktangle) campaign called "#yoursforthemaking," in line with the project's philosophy that everyone has the mind to create. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 27% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Charitable Advertising:** Opportunity for brands to collaborate with charitable organizations and individuals to raise awareness and funds while also spreading a positive message. - **Brainwave Technology in Music:** Opportunity for music and technology industries to collaborate and create unique content that reflects the mind and emotions of individuals using brainwave technology. - **Crowdsourced Creativity:** Opportunity for brands to involve and inspire consumers to create and share content that reflects their individual creativity and personality. ### Industries Being Reshaped - **Alcohol:** Opportunity for alcohol brands to promote responsible drinking and collaborate with charitable organizations to appeal to socially conscious consumers. - **Music:** Opportunity for music industry to explore and utilize brainwave technology to create unique and personal music content. - **Charity:** Opportunity for charitable organizations to collaborate with brands to raise funds and awareness while also promoting inclusivity and creativity for disabled individuals. ## Related on Trend Hunter - [Inclusive Branded Film Ads](https://www.trendhunter.com/trends/come-on-in.md) - [Hands-Free Car Innovations](https://www.trendhunter.com/trends/british-deaf-association.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Accessible Customer Service Ads](https://www.trendhunter.com/trends/accessible-customer-service.md) - [Branded Accessibility-Focused Concerts](https://www.trendhunter.com/trends/gaad-concert.md) - [Ability-Focused CSR Campaigns](https://www.trendhunter.com/trends/ability-signs.md) - [Expansive Pride Activations](https://www.trendhunter.com/trends/2slgbtqi-community.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Rewarding Dance Apps](https://www.trendhunter.com/trends/desperados-dance-club.md)