Director Steve Miller’s Absolut #NoSugarCoating Wins 2019 One Show Gold

The 2019 One Show Mobile Award has gone to Steve Miller’s hilarious campaign for Absolut: #NoSugarCoating. The video won gold for the Mobile-First Video / Under 15 Seconds category.

Featuring a mix of 10- and 30-second spots, the series of seven short form videos feature different #NoSugarCoating themes set at occasions authentic to enjoying Absolut Grapefruit - a new grapefruit flavored spirit made with no added sugar. The campaign, a cross-channel marketing effort designed to recruit the brand’s millennial target, focused on social platforms including Instagram, Snapchat, YouTube and Connected TV.

Absolut, paired with the comedic and musical talents of Modern Family’s Jesse Tyler Ferguson, gives viewers a refreshing taste of transparency with their #NoSugarCoating social videos. Captured brilliantly by RadicalMedia’s Steve Miller, the campaign removes the sugar coating and offers a fresh perspective on everyday life. Ferguson says, “With the #NoSugarCoating campaign, we’re harnessing that same irreverence by using humor to inject more honesty and less ‘sugar coating’ in day-to-day life–something that I think is super refreshing and relevant in society today.” 

Read more about it here.