Free Drinks For Happy People

Following on from the launch of their 'Kindness as Currency' ad, Absolut are practicing what they preech all this week.

From their website:
"For one week, kind gestures such as giving smiles, high fives and simply saying good morning are going to become currency and earn their givers coffees, drinks and cinema snacks, as we bring to life our vision of An ABSOLUT World where currency is replaced by kindness."



I think it's a great initiative and gives some much needed direction to their idea of an 'Absolut World'. It's certainly a change in direction from their Kanye West spot.
However, I think the execution lets the idea down. Had I not seen the events in London the idea of 'Kindness as Currency' would probably have passed me by. Would it not have been better to carry out the acts of random kindness first and use real footage for the ads?

Via PSFK.