Absolut Prohibition:
Stopping vodka sales to boost voter turnout in America.
Absolut has always advocated for a more open and diverse world. As such, Absolut believes that when more Americans – of all political backgrounds – get out and vote, we are able to create a better, more engaged society.
But in the past four decades, only 50-60% of eligible voters in America have cast their vote in quadrennial election years. Which was partly how Trump won the elections back in 2016.
How could we encourage people to vote in the 2020 US elections - all while making our message relevant to a vodka brand?
The idea:
Don’t drink. So you can vote clear-minded this time.
Awards
US Effie - Bronze - Beverages (Alcohol)
CreativePool - Silver - Effectiveness - Absolut: Shockingly Responsible
CreativePool - Bronze - OOH - Absolut: Sex Responsibly
CreativePool - Bronze - Social Good - Absolut: Sex Responsibly
Creative Circle Awards - Bronze - Brand Voice
Interrupting the Presidential Debate
with an important message.
The campaign broke with an arresting 15s TVC that aired during the first ad spot during the first presidential debate.
It featured a signage truck driving past the Capitol Building in Washington DC, bearing a simple message. A message that was seen by 70 million live viewers, and one that promptly got the Internet talking.
Getting Swing States to get out to vote.
Because we know the elections are determined mainly by Swing State voters, we put all of media money into OOH and Digital comms targeting states like Pennsylvania, Wisconsin, Michigan, Florida, North Carolina. And because the Absolut Global account was won by the BBH Singapore office - us creatives in Singapore got to get in on the election action from halfway across the globe.
35K
Online conversations stimulated
DOUBLE
Digital increases on key brand metrics including top-of-mind awareness, consideration and recommendation.