BUILDING A GLOBAL SOCIAL CIRCLE.

Absolut’s experiential marketing involves

commissioning artists to create Art Bars and

curate club-like events around the world.

Instead of only catering to crowds that are

partial to artsy nightclub spectacles, Absolut

could execute a global strategy that recognised

the social lives of average Millennial vodka

drinkers. Many of whom buy it by the bottle,

mixing and consuming drinks with friends at

home, or at parties.

Absolut Xchange - an exchange program that

encourages people of the world's great cities

to swap their social lives for a week, taking each

others place in their respective circle of friends

to create a new social mix.

Participants are able to experience each

others cities and cultures from a more intimate

perspective than conventional travel allows, as

they’re no longer tourists - having locals

as friends.

People apply through a website, where they

can explore participating cities, search for

possible social exchanges and nominate

destinations. After having met all of the

criteria, they’re interviewed and assigned

to the social groups in each other's cities.

Then, with a bottle of duty free vodka in hand,

as well as flights and accommodation paid for,

they're simply directed to have as much fun as

possible. They're also asked to document their

experience and share everything on social

media. Eventually, a series of documentary

short films are cut from the participants

recorded content.

DIGITAL NARCISSISM | WARNINGS