•Communicate on the new limited edition bottle of Absolut Vodka•Make it fit the local brand platform of ‘purity’•Showcase the atypical angular shape of the bottle•Respect the French Evin law, the strictest in the world on alcohol advertising.•Respect and leverage Absolut premium image and creative heritage

After 2 years communicating on product’s purity, we chose to literally embody the concept by creating the purest ad in the world: a single poster, using only light and shadows, created in collaboration with German artist Simon Schubert. No ink, no paint, only 100% cellulose paper.With his trademark paper folding technique, Schubert was able to showcase the bottle and its reflections, emphasising its angular character.

The unique poster was then put on public display. A bus shelter in a busy square in Paris was transformed into a micro museum. The bus shelter was repainted white, and specially designed lighting ensured the full effect of the shadow play, and a Purity guard provided passers-by with the necessary explanation.

1 print ad.1 location.1 week exposure. Over 15 countries reached (France, US, China, Japan, Mexico, Spain, UK, Germany)Close to a thousand tweets.More than a hundred articles published including the most prestigious design and creativity blogs and websites (Adweek, Creativity, Trendhunter, PSFK, Ads of the world, Fubiz, Paperplane) Global reach of the tweets and articles 15 million people around the world.

An increase of 59,3% of on-trade sales in volume vs 2010 limited edition.