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Read the story- Brand
- Absolut
- Year
- 2006
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Great Works
Objective
Absolut built the campaign around its most recognizable asset, the bottle's silhouette, turning the shape itself into something people would hunt for on screen. Framing the challenge as a race against the clock, with no prize draw or data capture attached, kept the focus on brand exposure and pass-along buzz rather than lead generation.
Solution
The game drops you into a single, densely illustrated New York street scene and gives you two minutes to spot 82 Absolut bottles hidden inside it — not as bottle-shaped icons, but as silhouettes worked into the art: a bird in flight, a gap between railings, a shadow, a doorway. Since the picture is bigger than your screen, you pan around using a mini-map to keep your bearings as you hunt. Each bottle you click gets marked and added to a running tally while the timer counts down, and when time's up you can send your finishing time to friends and dare them to beat it.
Results
On the Y8 mirror alone, the game has logged 2,966 plays and an 8.0/10 rating, still drawing players more than a decade after its 2006 launch.
- 1
The player lands on a promo page for Absolut that sets the challenge: 82 Absolut bottles are hidden somewhere in one large picture, and the goal is to find them all and then dare friends to beat the time.
- 2
Starting the game triggers a countdown; the player has exactly two minutes to search.
- 3
The playfield is a single large, detailed illustrated scene of a New York cityscape, packed with buildings, windows, interiors, and figures, too big to fit on screen at once.
- 4
The player pans around the scene using an on-screen map that shows which portion of the picture is currently in view.
- 5
The core loop is visual search-and-click: bottles aren't drawn as objects but hidden as shapes worked into the scene's silhouettes, negative space, shadows, reflections, and architectural outlines, and the player clicks each one spotted.
- 6
A running counter tracks how many of the 82 bottles have been found so far.
- 7
The round ends when the timer runs out or all bottles are found, and the player is left with a final time to share as a challenge for friends to try to beat.
