ABSOLUT CINEMA

During Oscar week, Absolut, the globally recognized Swedish vodka brand known for its quality and iconic silhouette, presents the “Absolut Cinema” campaign, created by Euphoria Creative. The initiative stems from a cultural internet insight and takes physical form in an iconic piece: a collectible, silver metallic bottle designed to immortalize a historic moment in national cinema and connect the brand to the conversations dominating social media during awards season.
The campaign is inspired by the viral expression “Absolute Cinema,” used globally in film discussions to describe something epic, historic, or of the highest quality.
The gesture accompanying the meme, hands framing a scene, is also featured in the campaign through an emoji combination: ✋🍸🤚. This serves as a prompt for the public to replicate the gesture on social media to unlock various Absolut Martini recipes. The dynamic transforms a viral trend into an invitation for interaction, organically inserting the brand into award season conversations and boosting digital engagement.
“Absolut believes that new ideas are born from mixing. So, in a week where film talk takes over social networks, we mixed a meme that already belongs to the internet with the awards season hype to bring to life a proprietary idea that only Absolut could do, placing the brand at the center of the current conversation,” says Marcelo Rizério, co-founder and CCO of Euphoria Creative.
The initiative also features a squad of influencers and film critics who received the limited-edition collectible bottles. Among the names are film critic Isabela Boscov and creators Michel Lott, Rafael Ferreira, and Pedro Miziara. In their posts, the squad recreates the meme’s characteristic gesture while holding the brand's signature drink or bottle.
In addition to the special edition, the campaign includes a temporary change of the brand’s avatar to “Absolut Cinema,” real-time content following the awards ceremony, and collaborations with a creator squad including Lott, Eli Iwasa, Monique, and Viduca on the official @absolutbrasil profile. Furthermore, an exclusive group of creators, including Letícia Ribeiro, Juan Paiva, Flavia Guerra, Carol Moreira, Bielo, Giovanna Heliodoro, and Cecília Senhorinha, will also receive a special campaign press kit. The campaign launches on March 9, 2026, and will continue throughout Oscar week.