Help people to not lean on alcohol but to speak up about their mental health and encourage a responsibility towards your drinking habits.
Art Direction & editing: Peter Holtze.
Copywriting: Oskar Engman
Concept: Peter Holtze & Oskar Engman
“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!”