How do you take an iconic brand with 20 years of famous advertising to the next level?

By creating an “ABSOLUT World” that incorporated the ABSOLUT brand (and media) attribute that are bold, engaging and stylish, breaking all boundaries. We did what no spirits advertiser had done before. We surrounded the target in an “ABSOLUT World” for every moment of their stay in the perfect place to surround them: Las Vegas.

Vegas is all about the next big thing when it comes to hotspots (as is our target), and we discovered that the Luxor Hotel was preparing to open the latest and trendiest club the city had seen. We zoned in on the Luxor as the ultimate billboard to reintroduce “ABSOLUT World” with a first-time, larger-than-life execution—tying right into ABSOLUT’s brand image.

•Sales of ABSOLUT in Vegas skyrocketed an unprecedented 12% during our campaign, over 4 times the national average•ABSOLUT was the brand to wrap any hotel and Luxor’s retail value has since tripled•Campaign received long-term contract and extended into bars and casinos

A consumer product had never been showcased on a hotel for a prolonged period and ours was the largest Spirits billboard the world has seen! The message, a giant ABSOLUT bottle reading, "Welcome to Vegas. You are now in an ABSOLUT World," could be seen from airplanes arriving/departing Las Vegas, from the highway and the Vegas Strip. ABSOLUT was in “true” Vegas style.

To maintain the target’s attention, we surrounded them in an ABSOLUT WORLD for their entire stay. Airport media included video screens at baggage and oversized banners near the taxi lineup. We wrapped back-lit, double-decker buses to look like (branded) limousines as they traveled the Vegas strip in style as moving billboards.

The target, described as a “Neo-Yuppie,” is the image conscious young adult male (21-34). They love to impress their friends with trendy new music, sports, celeb gossip, and of course, cocktails.

Vegas is the ultimate destination for our target—he’s in his element with his friends and is in the perfect mindset for the latest and hippest alcohol. Our goal was to encourage him to proudly order ABSOLUT...because ABSOLUT is the ultimate vodka choice.Knowing the target would be over-stimulated in Vegas, we set out to be a “high-roller” in their eyes by pushing the limits of ABSOLUT’s brand attributes. To reach him (and his friends) we set trends and became industry pioneers with our big, bold, stylish, and most importantly, effective media placements.