Absolut Vodka Illusion Edition

The newest initiative from Absolut Vodka is developed in collaboration with Family Business, the agency behind previous launches such as Absolut Disco, Absolut Rock and Absolut Glimmer. The idea behind the design is to engage the consumer in "embracing the unexpected". To embrace a degree of uncertainty, rather than planning every detail. We wanted the design is to both be engaging and put a smile on consumers faces but on a deeper level we want to challenge people to look beyond face value.

More images and video of this mind-bending design below!

– "The amazing thing with illusions is that when you can't believe what you see, its up to your character to decide what's real", says John Lagerqvist, CD at Family Business.

CD: John Lagerqvist, Mårten Knutsson

Art Direction: Fredrik Lindquist

Designers: Christian Styffe, Magnus Lundgren

Copy: Tove Norström

Photography: Alexander Crispin