Millennials don’t just consume content — they shape it.

To introduce the next generation of ABSOLUT art, we didn’t launch a campaign.
We handed over the canvas.

2 Artists.
1 Live Stream.
Millions of Contributors.

We partnered with two Canadian artists and transformed a traditional art exhibit into a three-hour, real-time creative collaboration. Comments and tweets from the ABSOLUT community became the raw material. Every hashtagged idea was interpreted live, evolving from social feed to physical canvas.

Using Ustream technology, we streamed the process directly to the platforms fans were already using — no downloads, no registration, no friction. A single hashtag — #ABSOLUTinspire — turned passive viewers into co-creators.

The exhibit wasn’t watched. It was built.

Results

• 1.4M impressions during the 3-hour live stream

• 2.3M total impressions in a single day

• 80-minute average view time, exceeding platform benchmarks

• +86% increase in visits to ABSOLUT Canada’s Facebook page

• Page reach surged from 10,000 to 866,000

• +400% increase in “People Talking About This”

The final piece was unveiled as ABSOLUT Canada’s Facebook cover, turning a brand asset into a shared artifact of community creativity.