Diageo is on the campaign trail with a new push for Smirnoff vodka.

Kicking off today with TV advertising, ‘Yours for the Making’ forms part of a £7m Western Europe push to “empower and inspire” consumers to create new nightlife experiences, said the drinks giant.

Based around the theme that “if you try something new you will have a better time”, Smirnoff has invited leading figures in UK music to come up with new ideas for top nights out. Their ideas will be shared on YouTube, Facebook and Twitter, using the #YoursForTheMaking hashtag.

“We are asking our consumers to unleash their inner spirit of inventiveness in their drinks and nightlife choices to have an even better time,” said Emma Sherwood-Smith, marketing manager, Smirnoff Western Europe.