In the past, Absolut was known for its iconic historical communication. However, in the past few years, the brand began following the category codes of emphasizing party culture and consumption enjoyment, losing its original path to success. The youth aged between 20-30, Absolut’s current audience, are too young to remember the appealing history of the brand – which impacted the year-on-year decrease of sales.

With the mission of making Absolut relevant again, we needed to return to our roots; however, art for art’s sake will no longer cut it for our audience as they seek substance and purposeful brands that share their values of a more open world.

Our objective was to launch the new Absolut global platform 'Create a better tomorrow, tonight' in Lebanon and engage our millennials in order to stop erosion in market share.

Lebanon is a nation of 4.5 million Lebanese deeply divided by 18 religious sects.

These sects were engaged in a 15-year Civil War, and 28 years later, Lebanon is still divided at heart by it.

‘Civil Love: The hope for a unified tomorrow', is a campaign suggesting that the best way to blur the sectarian divisions in Lebanon is for the youth of different faiths to fall in love with one another.

But can civil love truly heal divisions in Lebanon if it cannot result in civil marriage?

Civil marriage cannot take place on Lebanese soil, but we discovered that it could take place in international waters, only 12 miles from our shores—a boat ride away. So, we set out to bring civil marriage the closest it has ever been to Lebanon in hopes of not just making civil marriage possible, but ending sectarianism.