The company has earmarked 100 different executions to run in a national six-sheet campaign covering 1,500 poster sites across the UK. In addition, a mega-site in London's Shoreditch area will showcase all 100 executions simultaneously.
Ads featured in the campaign show the famous bottle appearing in the doorway of Number 10 Downing Street, in the plan of a feng-shui designed living room and in the diagram drawn up for a liposuction operation.
The TBWA network has produced all of Absolut's "bottle" executions, after picking up the account following a pitch in 1980. The business was previously held by Martin Landy Arlow, which resigned the account over conflict issues. TBWA launched the Vodka, which comes in varieties including Citron, Kurant and Peppar, into the UK market in 1989.
In addition to posters, the 100 executions will feature on flyposters in bars across the country with free cocktail nights and poster viewings arranged to tie in with the initiative. Eyestorm will also feature the executions online in a purpose-designed Absolut 100 gallery.
The campaign was planned and bought by Manning Gottlieb Media, which picked up Absolut's media account following its resignation by Carat in January 1999.