In it's celebration to rock, ABSOLUT launched the ABSOLUT VODKA ROCK EDITION, a limited edition bottle wrapped in a leather- and studs gift package. ABSOLUT also brought together visionary rock and roll photographer Danny Clinch and the sought-after rock band Wolfmother in a creative collaboration, and invited the consumer to take part in the authentic rock and roll lifestyle.

On the web site, this collaboration were experienced through full motion video, captured backstage. Hours of uncut raw video material was carefully tagged, which made it easily searchable in detail. Almost like being on set, in real time, while watching it.