/Absolut
Live brief: Create interesting and exciting brand activations under the campaign umbrellas of 'Unnecessarily Good' and 'Nothing to Hide'.
Route 1:
Unnecessarily Good
At Absolut, they go above and beyond to ensure the quality of every single bottle of vodka. They take photos of every bottle to check for scratches, all ingredients come from a 50 mile radius of Ahus and they even wash their bottles with vodka so they never get diluted.
It might all seem unnecessary, but it just means their vodka is unnecessarily good.
It would be unnecessary for Absolut drinkers to meet every Absolut employee...so we've put them all on coasters so you can meet them all.
We would use NFC technology to show customers a film introducing an
Absolut employee.
Voice recognition coasters with a little Swede inside. The little Swede will start a conversation with anyone who says 'Bra' (that means 'good' in Swedish).
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You might speak to Johan the Farmer or Ebba our head distiller, who will go on a little monologue talking all about Ahus.
As everything in Absolut Vodka comes from Ahus, we would open a bar where everything comes from Ahus.
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From the wood of the bar to the glass of the glasses. We would also build the whole thing in Ahus and ship it around the world.
Route 2:
Nothing To Hide
Absolut is all about natural ingredients and sustainability. All ingredients come from a within a 50 mile radius of Ahus, Sweden. So, in the spirit of transparency, we're bringing a little piece of Ahus to America so they can see for themselves.
The leftover grain from the manufacturing process of Absolut is always fed to the pigs in Ahus, meaning there's zero waste.
We'll create edible coasters from this grain and use them to advertise the product itself.
The Northern lights have nothing to do wth how Absolut make their vodka, but they're just to pretty for Sweden to keep to themselves.
We've decorated the Absolut bottles with a little piece of the Northern lights, as they appeared last Thursday.
Each bottle would have a slightly different image, making them all unique.