A new global campaign launched today (6 February) by Absolut features 28 employees of the vodka brand completely naked. Titled the vodka with nothing to hide, the film satirises traditional employee induction videos by using nudity to draw attention to the “transparent” seed-to-bottle production process behind the brand, from the CO2 neutral distillation process to Absolut’s dedication to sustainability.
“We are very proud of the high-quality vodka we make here in Åhus and also the way we make it,” Anna Schreil, Absolut’s VP of operations and one of the film’s featured employees, commented in a statement to press. “We control every single step from seed to bottle, and we do it with passion and pride. Quality and sustainability are lead words to us and we love to tell our story. Normally, when people come to see us, we do have clothes on. But the transparency about how we do things is still the same!”
Craig Johnson, the brand’s VP for global marketing added “Absolut has always believed in using its voice to promote change and we are proud to champion sustainability and transparency in our industry. We feel it’s now more important than ever to let our customers know, we have nothing to hide!”
Continuing their commitment to transparency, the Swedish distillery is set to open to the public later this year.
- Izabela Jurcewicz uses her camera to become both a surgeon and a patient
- XYZ Lab designs a removable and “grotesque” fifth issue for Rouge Fashion Book
- Relive the lazy, hazy, crazy days of summer through Summer of Something Special
- Intimate, safe and romantic: Ekaterina Popova paints the interiors of her friend’s bedrooms
- Alfie Dwyer on creating game-like worlds and moulding tangible films like “putty”
- Through playful forms, Bára Růžičková tackles the rigid structure of the design industry
- Facebook rebrands to distinguish the company from the app
- Jack Kenyon photographs the wondrous spectacle of the Supreme Cat Show
- &Walsh designs Zooba's identity inspired by the busy streets of Cairo
- A book chronicling tiny, bizarre treasures curated by Wes Anderson and Juman Malouf
- Find hidden squares and experimental inktraps in Fatih Hardal's FH Giselle
- Pentagram’s Giorgia Lupi on her data-driven designs for & Other Stories