Absolut
Call It A Night — global campaign

Call It A Night is a global responsible drinking campaign for Absolut, addressing a subtle yet significant consequence of excessive drinking: verbal aggression. Built on the fragility of human connection, the concept uses torn paper as a metaphor — moments and relationships that can be easily damaged when words go too far.

To reflect the raw, unpredictable nature of a night out, a candid snapshot photographic style was chosen, as if caught in the moment. Paired with lyrical, introspective copy, the campaign captures the exact tipping point — the moment to step back, to call it a night.

The work ran across digital platforms, paid social media, and out-of-home formats, including a full station takeover at Clapham Common in London. Chosen for its location at the heart of the city’s nightlife and club scene — where late-night crowds commute and interchange — it offered the perfect context to intercept the audience at the end of the night.

The campaign is global and has so far been activated across Brazil, Germany and the UK.