Absolut used creativity as an engine of progress.

Therefore, we donate the launch budget of our special edition bottle: Absolut Uncover, originally planned to be published at the end of September.

In collaboration with Anuar Layon, one of the most important fashion designers in Mexico and Techo, a NGO that helped rebuild Mexico, we created a limited edition jacket inspired by the Uncover bottle, and above all, inspired by Mexicans and what we saw in them under the concept: "What I see¨ by Absolut.

The special edition bottle of Absolut Uncover had a brilliant and different design. The style of the jacket was a ¨souvenir jacket¨ because the fabric is shiny and is trendy. These jackets are embroidered and that’s why Anuar (Famous designer) took the decision to embroider on them what he saw that day.

Starting with the silhouette of Mexico on the back, with an eye that represented what he saw. In front on the left side, a heart because of all the love he saw all the days before the earthquake , and inside the jacket the manifest about how the perception and the attittude of all the mexicans changed for good to the society and to Mexico. The branding of the brand is very subtle because Absolut didn’t want to be invasive or opportunist.

The scale was 90 jackets on the first stock all sold out on the first week.

We wanted to show the brands philosophy: Create a Better Tomorrow, and we did. We showed that Absolut is a brand that not only speaks but does. We showed through this project that we are a brand that cares about the people and is always on their side to support them, even in the worst times. The first stock of the jackets were completely sold out in a week. We saw a change of behavior towards the brand, its perception improved among the target.

A lot of earned media helped amplify the idea: more than 400 articles (like Forbes, Maxim, Quien, Grupo Expansión and Open TV), influencers and more than 3,250,000 interactions in social media.