ABSOLUT has been interpreted by some of the most famous names in art, fashion and music. The idea behind ABSOLUT METROPOLIS was to stimulate real creativity from real people. Absolut looked to the epicentre of the most creative and eccentric self-expression in the world: Tokyo. Known for « style tribes » such as Kowali, Neo-Goths, Bikers, Lolita-punks… ABSOLUT scouted the streets to find the most avant-garde taste-makers, and asked them to create their personal outfit, inspired by ABSOLUT, according to their individual style. The 11 participants then modelled their creations for the photo shoot in different settings across the city.

Creation of a specific concept with a pluri-media strategy and programming:- pre-launch : creative logo, teaser campaign in trend press media, news letters, and an exclusive editorial in one trend magazine (16 pages including the 5 visuals destined for PR use only)- worldwide campaign : 6 visuals in international trend media, a web site:www.absolutmetropolis.com which included 11 mini films showing the actors of the campaign.- Art exhibitions mainly in Paris & Tokyo (customised frames), PR events in New-York, San Francisco, London, Paris, Tokyo…- A viral film “ABSOLUT MANAMU vs Mr Cash”, online banners, postcards…