Create a concept and a bottle that creates visibility an engagement for the pre summer campaign period. The concept should speak for itself but at the same time be campaignable and flexible.

The creatives really pushed them in doing something that went beyond 'just design'. They tweaked the glass, tried different inks and many different techniques. However, starting with a clean bottle and the logo - the bare essentials, set the stage for the idea. We taped the logo on the bottle, and placed it in a window temporarily. Then, we got to see the enhanced logo through the glass and thought, that it would be cool to do a bottle that at one vantage point look exactly like the original bottle. However, as soon as you move, the Illusion vanishes.

The entire batch sold out. Some 780,000 bottles were sold in over 37 markets worldwide. Local markets activated it heavily with supporting materials and even today it generates some 3m Google hits, making it one of most successful campaigns for Absolut during this season in terms of Internet presence.