Absolut Peace

– put a cap on the number of weapons

Back in 2014, we pitched this concept to Pernod Ricard. For Absolut vodka. The idea was to use metal recycled from weapons destruction programs to make the metal cap on Absolut vodka bottles. And call the limited edition Absolut Peace. At the same time we would encourage people to bring their illegal weapons to the police without consequences. A project that police in Finland already regularly conducted. Absolut would have also donated a portion of the limited edition sales to promote the cause.

Alcohol and weapons. Yes, a dangerous subject. But one that definitely needs addressing. We know the role alcohol plays in random violence, so to a brand like Absolut, whose iconic bottle is a part of popular culture, this would have been a relevant, brave and meaningful act.

Our plan b was Diesel. We could have used the recycled gun metal in their clothing and accessories. And make a limited edition of Peace Wear. But we didn’t. So these are just nice concepts. And good examples of meaningful brand behavior. I sometimes think, what could have come out of it had we pushed the idea even further. We might have got a Grand Prix from Cannes, like the Swedes did with Humanium Metal in 2017. Good job Swedes!

Photo by Anne Nygård on Unsplash