Absolut wanted to get people talking about their new lime flavored vodka. to achieve this, we partnered with the 59th Grammy awards to launch the product with the #refreshthetalk campaign.

we set out to change the conversation on the red carpet away from "what are you wearing" to topics that really mattered. the centerpiece of the campaign was custom designed and fabricated couture clutches equipped with LED screens capable of displaying messages and tweets. on social We asked fans what topics were important to them.

musicians santigold and skylar gray wore these clutches on the red carpet displaying messages supporting women's rights and equality. during interviews they drew attention to the clutches and spoke about each topic and their importance.