Rather than simply replicating an offline campaign, I prefer to use digital and social media to expand and enhance a campaign. This concept is a great example of this thinking.
Spike Lee designed the Absolut Brooklyn bottle to represent his childhood memory of Brooklyn and this concept gives people the power to do the same. By overlaying a transparent bottle onto Google Street View, anybody can create an original Absolut bottle design and share it with their friends.
I came up with the idea and directed our developers to create a working proof of concept, but alas, it never got produced.
User enters an address in Brooklyn to get started.
Their location shows through a transparent Absolut Brooklyn bottle.
User can publish a digital poster of their Absolut Brooklyn and share it out through their social channels.