How hi-tech fashion accessories changed The GRAMMYs red carpet conversation from fashion to women's rights.

 
 

THE BACKGROUND

For decades, female artists have been asked the same thing at award shows: “What are you wearing?”

 

THE OPPORTUNITY

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.

santigold.jpg

THE IDEA

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.

 

455+ MILLION

EARNED IMPRESSIONS

60+

NEWS OUTLET FEATURES

 
“EMPOWERMENT, EQUALITY, AND ABSOLUT VODKA”
THE NEW YORK TIMES
“#REFRESHTHETALK MADE AN IMPACT AT THE GRAMMYs”
CBS NEWS
“LED CLUTCHES TAKE ON MUSIC’S BIGGEST NIGHT”
BUZZFEED
 
cosmo.jpg
marieclaire.jpg
people.jpg
Buzzfeed.jpg
elle.jpg
CBS.jpg