When Absolut Elyx was introduced in 2013, it was dubbed "one of the best and most significant vodka releases in years." For vodka drinkers with a more discerning palate, Absolut Elyx hit the spot. Copper distilled and masterfully handcrafted, this long-awaited release quickly lived up to its name as the world's first true luxury vodka.

To introduce the brand to the masses, Absolut and its influencer agency the projects* had one goal: Let the whole world know about Absolut Elyx, but fiercely maintain an atmosphere of exclusiveness.