Absolut Vodka asked us to create a successor to Absolut Rock, Disco and Bling-Bling for their next end-of-year campaign, but better and in a way never done before. Important in a global campaign is that it sells without any additional media support or even understanding of the concept. The bottle in itself must be desirable.The Absolut Company asked for the next new thing, after our skins campaigns. They asked us for a new sales driving idea. A neck hanger, a promotion - something new and amazing.

Each year we build the campaign on an specific insight. This year we ended up with a reflection on how the present is the new premium, being in a time where everything can be copied and distributed online. They joy of actually being at a concert live, participating, is much more precious. So the concept for 2010 became - making the present exceptional. So we decided against putting something extra over the bottle or adding stuff. We wanted to celebrate the moment by changing the iconic design of the Absolut bottle itself. Dressing it in sparkly crystals - Absolut Glimmer.

Activated by more markets around the globe than ever before. It sold over 5.5 million bottles (beating Rock), and the impression it made online, with blogs and sites, is unsurpassed with over 800,000 Google hits. To date it's the most massive initiative in it's category.