In 2007, Absolut Vodka asked celebrities and artists to define what an “Absolut World” would mean to them. In the summer of ’08, Kanye West was brought onto the project and in Kanye’s Absolut World, everyone got to be—who else—Kanye West. At Great Works, we created a website (spoofing every late-night TV miracle product) selling BeKanye pills—the miracle drug guaranteed to turn you into Kanye West. Side effects include increased awesomeness and sex appeal, along with heightened sense of fashion and rhythm. Unfortunately, the pills are only available in an Absolut World. The site was paired with 2 TV spots and an outdoor campaign in major US cities.
Check it out at www.bekanyenow.com
