MEDIA CHOICE: Ian Darby, Campaign's senior reporter, chooses Absolut Vodka's latest ambient campaign

'While strolling along the Thames after a meeting with a Waterloo-based agency, something suddenly seemed different. Under the shadow of the London Eye, an island had appeared.

'While strolling along the Thames after a meeting with a Waterloo-based agency, something suddenly seemed different. Under the shadow of the London Eye, an island had appeared.

'The island, shaped like a huge vodka bottle, caught my attention. The bright colours of Absolut Citron made me crave a glug of the hard stuff to stave off the autumn chill.

'The location of the island couldn't be better: right under the London Eye and opposite the main attractions in County Hall to catch the attention of the thousands of visitors and workers milling around.

'The island is a great way to encourage people to drink Absolut Citron outside the summer months. The floating paradise is difficult to reach unless you have a boat, so a quick diversion to the local Thresher may prove more fruitful.'



Client: Absolut Vodka

Medium: Ambient

Media planning and buying: Anthony Swede at Manning Gottlieb Media

Creative: TBWA/London

Brief: Create impact for the Absolut brand.



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