Absolut created the first exhibition that turned an entire city into a museum.In a size of up to 240m², the works of photographer Danny Clinch were shown on mega posters, portraying the band Wolfmother and the pure Rock & Roll life.

Free cards in bars showed the locations of the exhibition. For more information people could download an audio guide via mobile directly at the exhibition sites. Further information, tour plans and the audio guide were also available on the website.

The 200.000 Rock Bottles were sold out within a few weeks. Furthermore tens of thousands of “exhibition visitors”, 1.554 downloaded audio–guides and numerous press articles also indicate that the world’s largest photo exhibition successfully rekindled the brand’s role as a creative visionary.