ABSOLUT World Replaces Currency with Kindness

absolut-kiss-kindness.jpg

Imagine buying movie tickets with kisses instead of cash, or repaying your local streetside violinist with embraces and not cold change.

ABSOLUT Vodka builds upon its "In an ABSOLUT World" campaign with "Kindness as Currency," a soul-warming snapshot of a parallel universe where human contact is the end, not merely the means.

The charming piece is a jarring departure from past "ABSOLUT World" efforts that depicted Times Square slathered in costly art, or everyone alive winning the lotto.


Impressively, ABSOLUT's taking this worldview to real people. With help from UK-based We Are Social, London's cinema-goers exchanged compliments and high-fives for free snacks and drinks; at participating cafes, caffeine junkies were granted free coffee for a smile.

Keep track of other such random acts by following @AbsolutKindness, or read more about the effort on the microsite.

Verdict's still out whether vodka actually makes you a nicer person (and not just a louder, sloppier one) but we happily attest it does make you more touchy-feely.

by Angela Natividad    Apr-29-09   Click to Comment   
Topic: Brands, Campaigns, Good, Guerilla, Video   

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Comments



Comments

Meh.

I prefer 'twipple' myself....

Posted by: Floyd on April 29, 2009 4:21 PM

Of course you do.

Posted by: Angela on April 29, 2009 8:03 PM

I enjoyed this ad. I think it was a creative idea that had a good basis. I think it has somewhat of a funny undertone of drinking and kidding but overall the ad was successful with me.

Posted by: Betsy on April 29, 2009 9:10 PM

i really enjoyed this ad. it does make me happy when i watch it. although i am curious as to what way it relates to ABSOLUT vodka. that it makes you nicer? but are these people drinking absolut at the time of their oh so friendly actions? is this promoting drinking when you go pick up a slab of meat with your mink fur coat on? the ad is catchy, it has a beautiful tune in the background... but does absolut realllllly make the world go round?
i guess there is that point that they are playing off their name of ABSOLUT. but what is an ABSOLUT world...
i really don't know what to say. i need to think more....
it relates, but then again i know when i drink ABSOLUT or when my friends drink this "friendly" drink, they get "friendly" iin a different way. and way louder than the soft beautiful tunes charming our ears.

Posted by: rachel Santarelli on April 29, 2009 10:11 PM

Vodka, a friend to everyone from James Bond to Carrie Bradshaw, accounts for 25 percent of distilled spirits sold in the U.S. While the world gets worked up over losing work, vodka provides a soothing outlet that not only relieves stress but also offers escape from economic troubles.

I applaud Absolute for reminding consumers of the best way to use vodka - to celebrate! This ad celebrates kindness instead of fear, a method many advertisers lately practice. Reminding consumers of the good in world, the potential for better times and most importantly, the value of a hug, proves much more inspiring than any fear tactic.

As pennies are pinched, I'm sure premium alcoholic beverages are being substituted for cheaper varieties. U.S. Smirnoff sales in the last six months of 2008 rose by 3.4 percent, while Absolut revenue fell 3 percent, according to data by AC Nielsen.

This commercial reminds consumers of the reasons to celebrate life. And if you're going to celebrate, Absolut-ly do it in style.

Posted by: Logan Jones on April 30, 2009 12:16 AM

Vodka, a friend to everyone from James Bond to Carrie Bradshaw, accounts for 25 percent of distilled spirits sold in the U.S. While the world gets worked up over losing work, vodka provides a soothing outlet that not only relieves stress but also offers escape from economic troubles.

I applaud Absolute for reminding consumers of the best way to use vodka - to celebrate! This ad celebrates kindness instead of fear, a method many advertisers lately practice. Reminding consumers of the good in world, the potential for better times and most importantly, the value of a hug, proves much more inspiring than any fear tactic.

As pennies are pinched, I'm sure premium alcoholic beverages are being substituted for cheaper varieties. U.S. Smirnoff sales in the last six months of 2008 rose by 3.4 percent, while Absolut revenue fell 3 percent, according to data by AC Nielsen.

This commercial reminds consumers of the reasons to celebrate life. And if you're going to celebrate, Absolut-ly do it in style.

Posted by: Logan Jones on April 30, 2009 12:16 AM

Vodka, a friend to everyone from James Bond to Carrie Bradshaw, accounts for 25 percent of distilled spirits sold in the U.S. While the world gets worked up over losing work, vodka provides a soothing outlet that not only relieves stress but also offers escape from economic troubles.

I applaud Absolute for reminding consumers of the best way to use vodka - to celebrate! This ad celebrates kindness instead of fear, a method many advertisers lately practice. Reminding consumers of the good in world, the potential for better times and most importantly, the value of a hug, proves much more inspiring than any fear tactic.

As pennies are pinched, I'm sure premium alcoholic beverages are being substituted for cheaper varieties. U.S. Smirnoff sales in the last six months of 2008 rose by 3.4 percent, while Absolut revenue fell 3 percent, according to data by AC Nielsen.

This commercial reminds consumers of the reasons to celebrate life. And if you're going to celebrate, Absolut-ly do it in style.

Posted by: Logan Jones on April 30, 2009 12:18 AM

The camapign actually ran about 5 minutes from my clinic. there was even live music as well which cheered everyone up during the lunch hour. great stuff!

Posted by: Dr Blog on April 30, 2009 9:09 AM





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