Absolut Interacts with the Latest Trends

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TBWA/Chiat/Day/New York and in-house interactive shop TEQUILA continue to extend the iconography of Absolut into the online space, this time with a pair of interactive executions that play off recent cultural crazes.

"Absolut Paparazzi" incorporates the twin obsessions of digital photography and celebrity gossip by arming the user with a simulated viewfinder and a chic party, where one can snap pictures and zero in on the true star -- a bottle of Absolut.

"Absolut Makeover," meanwhile, hooks into the fascination with makeovers that has taken over the television dial, from Queer Eye to Trading Spaces. The piece allows users to tear away layers of scenery from a sort of "Still Life with Absolut Bottle." As the surrounding decor changes styles and time periods, only the bottle remains unchanged.

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