Drinks brand Absolut is encouraging people passing through some of the world's major airports to join in its latest digital advertising campaign.
Travellers are being encouraged to upload selfies of themselves to a dedicated link, with these images to then be shown through a live social feed via giant screens in airport terminals along with recommendations from the selfie-takers for their favourite local restaurants, bars and attractions.
This campaign cleverly combines a fun selfie campaign to raise brand awareness with user-generated travel recommendations, boosting the brand's profile while spreading knowledge of specific destinations at the same time.
It coincides with the launch of the new limited edition Absolut World vodka, and was made possible thanks to a partnership with advertising space provider JCDecaux.
Lisa McCann, brand director of Absolut at Pernod Ricard global travel retail, explained: "It is the ideal platform to defy the distances between us and carve out new connections across international borders, while truly enhancing the travel experience."