Role
Art Direction, Design, IA
First fully integrated re-branding of Absolut Vodka in 25 years revolved around the idea of identifying penultimate objects of any class as The Absolute (from pens and staplers, to cult movies and rock clubs). The online component of this campaign was an ideal opportunity to engage users with their own opinions of such claims. One aspect featured GPS-enhanced banners that acted as the local treasure maps to free drinks at the best dive bars. Another turned barstool gossip into a drink-and-dial confessional booth where users could listen to anonymous voicemail tales on being dumped, online dates gone awry, and office party scandals. Yet another aspect transformed karaoke bars into a kitschy online American Idol for the common-folk. All of these ideas culminated in a site that recorded all of The Absolutes in a giant wiki-style book that users could browse, bookmark, and edit.