How hi-tech fashion accessories changed The GRAMMYs red carpet conversation from fashion to women's rights.
To launch the refreshing new Absolut Lime, we decided to tap into the brand’s 30-year history of supporting equality and refresh the talk at the GRAMMYs.
On the biggest night in music, we revealed a subversive piece of technology – the connected clutch. A team of female artists used these hi-tech accessories to hijack their red carpet interviews with messages of support for women’s equality and empowerment.
NEWS OUTLET FEATURES
“EMPOWERMENT, EQUALITY, AND ABSOLUT VODKA”
THE NEW YORK TIMES
“#REFRESHTHETALK MADE AN IMPACT AT THE GRAMMYs”
“LED CLUTCHES TAKE ON MUSIC’S BIGGEST NIGHT”