By Rebecca Harris
Absolut has announced the winner of its most recent campaign, ‘In An Absolut World’.
The image that ‘travel would be free’ was selected as the winner in the unique campaign, designed to challenge the status quo by presenting five thought-provoking visions of what life might be like in an Absolut world.
Launched in Australia in April, the campaign included images such as one where the Great Barrier Reef was growing rather than declining and was designed to remind people the national treasure was worth saving.
People voted online for their favourite image, with a vision that travel would be free via dedicated bike stands that would allow city visitors to cycle between points named the winner.
“In An Absolut World is proving to be a fascinating social experiment, and this will continue when we realise this most popular vision in September 2008”, said Absolut Australia brand manager, Clare Dunstan.
“The concept of dedicated bike stands has already been successfully implemented in cities such as Amsterdam, Stockholm and Paris, and it would be a tremendous result if our experiment actually encouraged the powers that be to fully realise the initiative on an on-going basis,” she said.