Brief: Absolut wanted a daring concept for their Chinese New Year packaging. Something bold and cut-through.
Or at least that’s what we made out of it.
Idea: We are celebrating the Year of the Rabbit in China, so let’s celebrate this in a justifiable way rabbits do best: procreating. Lot of them, together.
The process: research, brainstorming, experimenting.
Round 1: A more raunchy version of our concept. We had to turn it down a notch...
