At absolut.com/artexchange, users could create and exchange digital art with a another randomly selected artist. One lucky winner even received an original polaroid shot by Andy Warhol himself.

On the site, we offered generative art tools, including custom-build brushes, a kaleidoscopic pattern-maker, a motion-based webcam transforming body movement into art and a dual-screen solution allowing participants to use their smartphone as a brush while painting on their tablet screen.

The art exchange was carried out on various digital platforms and by artists, creative communities, social influencers, bloggers and editors – who participated and invited their peers to do the same.

With more than 11,000 created artworks from 97 countries, we met the objective of creating a truly global creative movement.

The average user spent more than four minutes on the site, which by far exceeds what they spend on the main absolut.com site.

The buzz around the art exchange and the limited edition Warhol bottle was fantastic with an earned media reach exceeding 400 million.

4 million Limited Edition Warhol bottles flew off the shelf at liquor stores all over the world.