Absolut needed a global summer platform. We turned Midsommar into a brand-owned ritual, launched in their brand home Åhus, with toolkits built to travel to markets worldwide.
Guests worked through a smörgåsbord of food, drinks, games and song. Dancers from the Royal Swedish Ballet celebrated the Maypole ritual. DJs and live acts played under a sky that never went dark.
Before calendars, cultures marked the day the light peaked; an appointment with the machinery of the solar system. Most of us stopped showing up. Absolut is taking Midsommar worldwide. To switch it back on.
“Some of the best experiential I’ve seen in some time."
Tad Greenough
