Ogilvy Social.Lab was assigned the task of creating standout content for Absolut during Valentine's Day, a highly relevant occasion for the brand and its audience.
A new social strategy was implemented to address the concerns of the progressive connector audience, primarily Gen Z, who expressed anxiety about love and Valentine's Day. Absolut's cultural cachet positioned the brand as a trusted authority to provide light-hearted yet meaningful advice.
To execute the strategy, Absolut's global ambassador, Rico, was featured in a series of videos that added a unique twist to his popular ""Drinks with Rico"" series by combining cocktail recipes with love advice. The C2 Studio oversaw the creative process, including concept development, scriptwriting, storyboarding, art direction, and production management.