What if everything in the world was a little bit more ABSOLUT?

You have probably seen that campaign for Absolut before but I came accross it again this morning and thought TBWA, the agency in charge in NY, did a fantastic job. The campaign included commercials, print ads, billboards, video clips as well as online ads & event marketing.
Amount of $$$ spent: between $33 and $35 million.

In an ABSOLUT world;
- Men can be pregnant (how good is that?!)

- Lying politicians are exposed by their "Pinocchio noses"

- Bubbles instead of smoke flying out of factories

- Fatties only need one lap in a pool to become fit & sexy
- Cabs are free, fast and an exciting journey
- Buses are limos so everyone is a celebrity
- Billboards in Time Square are replaced by masterpiece paintings
- 200 m2 lofts in Soho cost $300 a month

"In an ABSOLUT world" launched in Australia in April 08 (locally managed by Tequila)

Objective: Opening up for discussion both universal and local matters which may affect people daily. Challenge consumers to think of their vision of an "ABSOLUT world". They started with an online interactive campaign where Absolut present five visions of a more inspiring and desirable life. People can vote for their favourite vision. The vision that receives the most votes will be brought to life mid 08.

In a competitive world where marketing leaders are changing their overall strategy and trying to create this one to one interaction with their brand, I think ABSOLUT did a great job! They are getting consumers involved with their brand as well as giving them the chance to change, invent, innovate or turn things upside down to transform our planet to be a better place to live in. What is even more interesting is that they managed to represent all main current matters: politics, arts, leisure, celebrities, environment...

"With your help, AN ABSOLUT WORLD starts right here". Vote now: http://absolut.com/iaawau/visions_c.html