Client: Maxxium, ABSOLUT
Creative: Peter Bidenko, Tom Hoskins, Kara Grey, Karl Reynolds, Andy Fergusson, Dan O’Connell
Brief: To shift the focus of the brand from aspirational and aloof to being inspirational and approachable with a meaningful and relevant point of view.

If you could change one thing about the world to make it a more inspiring and desirable place, what would it be? Absolut Vodka’s new campaign asks consumers to imagine an Absolut world and engage with the brand in a way that’s relevant to each individual. Using online, activation, cinema and POS channels, TBWA launched Absolut’s new international brand campaign. www.inanabsolutworld.com.au

Our aim was to drive brand awareness and inspire consumers to actively engage with the brand. To do this, Whybin\TBWA\TEQUILA gave online visitors a direct line to the top, with CCTV footage of a (look-a-like) Australian Prime Minister. Visitors could view the Prime Minister’s actions throughout the day minus the media or political spin, read a host of local in-jokes about him (including eating his own ear wax), prank call the PM, order him Chinese food or email him to let him know what they think about the way he’s running the country.

The website also featured five visions to vote for; such as transport that is good for the environment and a reef flourishing on our doorsteps. The winning vision will be brought to life later on in the year.

Cinema ads depicted a protest turning into a pillow fight and the moon turning into a disco ball. Reinforcing these positive visions, branded rose-tinted glasses were handed out at cinema sessions, to the supporters of a losing football team and to Monday morning commuters on a rainy day.

On and off premise elements such as coasters cheat sheets, menu cards, back bar displays, stackable cubes, spring wobblers and menu cards, were also developed to increase Absolut’s presence and encourage trial and purchase.

How we measure our vision:
• On completion of the campaign, approx 936,220 consumers will have been exposed to the cinema ads;
• the campaign has been featured on 15 online sites so far;
• brand activation will touch more than 56,000 consumers;
• the viral application has been recognised on a number of design and news sites;
• and we’re expecting more…