Title	ABSOLUT COMEBACK
Brand	ABSOLUT VODKA
Product/Service	ABSOLUT COMEBACK
Category	E03. Food / Drink
Entrant	DRAMA QUEEN COMMUNICATIONS Stockholm, SWEDEN
Idea Creation	DRAMA QUEEN COMMUNICATIONS Stockholm, SWEDEN

Name	Company	Position
Mårten Knutsson	Drama Queen Communications	Chief Creative Officer
John Lagerqvist	Drama Queen Communications	Executive Creative Director
Fredrik Lindquist	Drama Queen Communications	Art Director
Fredrik Lindquist	Drama Queen Communications	Designer
Johan Lundgren	Drama Queen Communications	Account Director
Sara Kindbom	Drama Queen Communications	Account Manager
Annika Rehn Frobell	Drama Queen Communications	Strategy Director
Ardagh Group	Ardagh Group	Glass Works
Isabel Erlingson	The Absolut Company	Senior Global Brand Manager Absolut Brand Strategy & Innovation
Galya Korukhchyan	The Absolut Company	Global Brand Manager Communications Absolut Vodka
Carl Mark	The Absolut Company	Manager Product Development
Elin Furelid	The Absolut Company	Senior Global Marketing Manager
Anna Perrolf	Drama Queen Communications	Copywriter

Background

Absolut have for many years used its bottles to tell consumers about the brand. Absolut is best in class in using recycled glass. More than 41% of the glass in Absolut's bottles is recycled. In many countries and US states, recycling systems are not available. Absolut wanted to put the light on this fact, and at the same time tell our own recycling story. How can you use the bottle to do this?

Describe the creative idea (40% of vote)

To dramatize that Absolut uses as much recycled glass as possible, we smashed Absolut bottles and used the shards to put together a new, recycled, bottle. Or rather the design of it.

Describe the execution (40% of vote)

After creating the design concept, the bottle smashing started. We 3D-printed a bottle shape, with debossed spaces for where we could put shards. (Some parts of the bottle has to be kept in its original shape in order for the bottle to be industrially produced.) Once we were satisfied with the look, the glass/plastic model was scanned to form a 3D CAD file. The next step was to make small adjustments to create a bottle with exact measurements and feasible for production and logistics, i.e. durable etc. All style elements are random and from authentic recycled bottles. Many of the design choices we had to make were made because of practicalities. Creating a new bottle shape for millions of bottles is not particularly easy.

List the results (20% of vote)

The campaign is still running, so it is too early to compile the results. But the initial impact has been huge, and sales impressive.