A new generation of artists from around the world was given absolutely blank canvases in the shape of the Absolut bottle. They could fill them in however they wanted, as long as they stayed in the bottle shape. The results of that work ran across all media.Absolut has a long history of great print advertising and to revive the medium; we created a special print initiative in collaboration with Juxtapoz magazine. Artist, Jeremy Fish, featured on the cover of the October 2011 issue, which made him a perfect partner to create artwork inside the magazine. Fish created 10 limited edition original artworks in the magazine for lucky consumers to find and keep. Juxtpoz and Fish both created online buzz through their own websites and social media. The target audience then used social media to publicise their findings.

The campaign’s strategic intent was to connect consumers emotionally to the Absolut brand by achieving increased relevance and greater recognition of Absolut’s position as a creative visionary. After BLANK's launch, there was a 317% increase in tweets associating Absolut with creativity. For audiences exposed to Blank (in August 2011) - Mexico, China, Turkey, Brazil and the UK - 'is a creative brand', and 'is an innovative brand' qualified as Absolut's key differentiators for the brand. Quantitatively tested significantly above normal in all markets (UK, Germany, Brazil); strong branding, ad recall, likability and engagement across all three markets tested.