In an Absolut World 89Lessons
While the results of engaging professional creative talent from around the
world to kick-start the campaign delivered some truly unique and inspiring
works, and an element of ‘buzz’ around the Absolut brand, things really took
off when the creative baton was handed to the web-going public.
‘The campaign has been an ongoing experiment, and we have learnt a lot,’
commented Ted Persson of Great Works, the agency responsible for the
campaign. ‘One thing we’d do differently if we were running the same
campaign again would be to start realising consumers’ visions of an Absolut
world earlier. It would have been fun to get the mix between well-known
people and unknown/up-and-coming people from the start.’
In an Absolut world, everyone can be a visionary.