In 2007, Absolut began its "In An Absolut World" campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or "Absolut", reality.
This billboard was placed next to the Mega Millions billboard and supplied people with the winning lottery numbers for the following day – In An Absolut World. The numbers actually changed on a regular basis. Unfortunately no one really won.
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