Campaign · 2020 · 6 editions
Better Together
Absolut Better Together is a set of skins made with the Italian fashion label MSGM in 2020, during the months of social distancing. Launched in Italy in June 2020 for Pride Month, it dressed the bottles in a miniature version of MSGM's tie-dye hoodie, in colours that recall the rainbow flag when the set stands together. Across the set runs the line “Nothing makes sense when we're apart” in glow-in-the-dark ink, and no single skin carries it whole: the sentence only reads when bottles are placed side by side. Part of the proceeds went to Banco Alimentare, the Italian food bank.
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Edition 1 of 6
Better Together #1
2020 · 1 variant
The first of six skins made with the Italian label MSGM at the height of social distancing. The line printed across them — “Nothing makes sense when we're apart” — only resolves when two bottles are stood side by side; alone, each one is a fragment.
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Edition 2 of 6
Better Together #2
2020 · 1 variant
The second of the six MSGM skins. Like the rest of the set it carries only part of the sentence “Nothing makes sense when we're apart”, which needs a neighbouring bottle to be read at all.
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Edition 3 of 6
Better Together #3
2020 · 1 variant
The third of the six MSGM skins, and like its siblings unreadable on its own: the message resolves only when two of the set are brought together.
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Edition 4 of 6
Better Together #4
2020 · 1 variant
The fourth of the six skins MSGM designed for Absolut in 2020, each carrying a fragment of a sentence that only completes against another bottle.
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Edition 5 of 6
Better Together #5
2020 · 1 variant
The fifth of the six MSGM skins, one more piece of a message about closeness that no single bottle can deliver.
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Edition 6 of 6
Better Together #6
2020 · 1 variant
The last of the six MSGM skins. Standing alone it says nothing; paired with any of the other five it completes the line about being apart.
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