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Me - Creative lead (art director & copywriter)
Nick Raven - Lead designer
Mark Urey - CD
James Mattius & James Atkins - CGI
Lizzie Mayson - Photography
Olivia Bennet - Stylist
TMW

The Absolut bottle is iconic, a design classic recognised worldwide. But often in abstract visuals, not in the places and moments where people were actually drinking it. Absolut wanted to position itself at the heart of social occasions — while keeping the iconic bottle shape front and centre.

So we turned the bottle into objects essential to these moments. Creating a global brand platform that transformed the iconic silhouette into things people actually use when they get together. The bottle stayed recognisable, but now it was part of the scene, not separate from it. We shot the objects on small set-builds, composited with CGI bottle-objects. The global toolkit* worked across OOH, print, digital, and shopper with localised activations for on-trade and off-trade across multiple markets.

(Project paused when COVID-19 hit — turns out a global brand platform about getting together doesn't work well during a global lockdown).

*Message me if you want to see the toolkit