Absolut wanted to make a genuine statement that their product isn’t medicine for mental health.
We think that this is as genuine as it gets.
Judge’s comment:
“It was a difficult brief. Young Glory entrants really played with some interesting insights and pushed the boundaries on what was possible and pushed the impossible as well. The idea that really got my attention the most was to change the most iconic thing about the brand for the right reasons. The bottle. Not only would it get people to talk about a very bold design decision it would get people to talk about why Absolut did it. I could see this idea upsetting a lot of design historians and a very good debate started — for the right reasons. Thank you for your bold thinking!”
— Harsh Kapadia
EVP, CHIEF CREATIVE OFFICER, MRM WORLDWIDE NYC
Made with: Peter Holtze
Awards: Gold, Young Glory 2020-2021.