San Francisco digital agency Evolution Bureau have created a campaign for Absolut celebrating the city of San Francisco. SF is the latest city-inspired limited edition flavor of the vodka brand (after New Orleans, Los Angeles, Boston, and Brooklyn).
The Facebook campaign enables consumers to share cocktail recipes, pictures and videos about San Francisco online. The Evolution Bureau video can also be customized by typing in your neighbourhood and a word to describe it.
The Evolution Bureau campaign is a natural evolution for a brand whose classic adverts always attached a single powerful image to a specific keyword/concept. This latest campaign gestures towards a future where the logical endpoint of personalization and customization is consumers regularly choosing their own image and idea to sit with a brand.