Campaign details

Brand: Absolut
Client: Absolut Company
Agency: Bartle Bogle Hegarty

Executive Summary

What do you do when your iconic style, the thing that has propelled you to fame and success for decades, is no longer en vogue? But more than this, what if that style is seeing you grouped in with the wrong crowd, a crowd who don't share anywhere near the same high standards as you?

Well, you're left with no choice but to take off your fabulous clothes, darling, and you show the world who you really are.

This is the story of Absolut laying itself bare, amidst a climate of mistrust and fake news and leading a charge for transparency from within a category of notoriously blurry marketing truths.

It is about stripping away the layers, but never losing your edge. Instead, making fact as entertaining as fiction.

It is about being brave enough to completely switch your tone and message in order to embrace your roots.