This emphasis on the idea is important when looking at how Luhrmann approached this collaboration.
Over the years, scores of artists have re-imagined the Absolut bottle in a variety of forms. It has been reshaped as a sculpture of neon lights, incorporated into furniture, and turned into a motor scooter, among other things. The bottle is no longer just a canvas, but its own medium in which an artist can express his or her idea.
For a film director known for making big movies, he approached this project no differently, expressing a very large, powerful idea through this unusual medium. According to him, “Absolut Oz is a distillation of the unifying truth that we are all equal under the sun.”