When two icons mix.
The task: Absolut briefed the Ogilvy Social.Labs Brussels team with launching their new Absolut x Tabasco collab with a complimentary influencer campaign.
Swapping fire suits and volcanos (their ATL campaign from W+K) for a creator-first campaign where they take the fire into their own hands.
The Idea
“I’ve got hot sauce in my bag” was made famous by Beyoncé and later mass adopted by culture. For spice lovers, bringing the heat everywhere and anywhere they go is a flex, a portable piece of personality, their favourite accessory.
Partnering with a creator known for their wild, unconventional designs to make a one-of-a-kind ‘fire proof’ handbag, made entirely from the same fabric used by the volcanologists on the TVC, we’ll bring a fresh, fashion-forward twist to the launch’s content.
The Results
Working with Devin Joos, a fashion designer based in New York, she was tasked with creating tease, launch and ‘the making of’ content, as other creators shared supporting recipe or storytime content to dial up the social-first aim of the campaign.
The campaign generated 60K+ engagements across launch content, with the hero post achieving 7.1% engagement, more than double typical branded content benchmarks.
Creator collaboration content amplified the campaign further, delivering 23–42% engagement rates and high shareability across audiences.
Supporting Creator Content
I was brought in to help the team at the briefing with concepts for the first rounds of presentation, and later for the executions across the campaign.