Changing the conversation on the GRAMMYs red carpet.
We partnered with The 59th GRAMMY Awards for its ability to grab national attention in a culturally relevant way. But rather than an expensive, off-the-shelf sponsorship, we activated against the property in an entirely new way. The #RefreshTheTalk campaign created a rallying cry that turned standard red carpet fashion and chatter into a real conversation piece that reflects the issues we care about. By tapping into the current cultural conversation across social, Absolut engaged fans to share the issues and topics they’re passionate about in the week leading up to the GRAMMYs .
Absolut Lime - Grammys
- Beverage Alcohol
- Social Media Campaign
- Social Entertainment