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currency replaced by kindness? May 21, 2009

Posted by nicholas gill in absolut, kindness, social media, user generated content, we are social.
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ABSOLUT vodka’s new campaign challenges us to look at the world differently: what would happen if we replaced cash with kindness. Spawned by the TV spot (below), this was taken experientially in various venues around London. At cinemas in Clapham and Islington, customers traded compliments and high-fives for free snacks and drinks, while others were surprised by a free coffee in exchange for a smile. More events followed such as free busking and free drinks in bars (where? where? where?)!

Conversation has been happening about what you would trade for currency on the ABSOLUT site and across their Twitter stream (#kindness) and images on Flickr.

Although the experiential activity was quite small and the conversations similar, I applaud ABSOLUT and their agencies for getting out there and doing it. Too often we get barriers put in place; part of our evolving digital landscape is about experimentation. Innovation doesn’t have case studies and predicting results is hard. It takes brave clients and agencies to leap. Well done to these guys for taking it.

Thanks to Jonathan @ We Are Social for sharing.

Twitter | Facebook | LinkedIn |nr_gill@hotmail.com

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