At UNTOLD 2025, ABSOLUT was the vibe that lit up the atmosphere and colored every moment.

Under the global concept Born to Mix, the brand created in the heart of the festival three worlds with distinct personalities, inspired by iconic cocktails: Espresso Martini, intense and alert, for those who dance until sunrise; Pornstar Martini, magnetic and vibrant, for those who seek the spotlight; and Watermelon Lemonade, fresh and playful, for those who live their summer with ease and a smile on their face.

Each zone was designed as an immersive experience where décor, lights, and Instagrammable details blended with activations that invited people to express themselves freely: live dancers bringing stage energy into the crowd, DJ mixing sessions, on-the-spot hairstyling, and custom patches turned into visual statements.

Behind the scenes, Highlight Agency gave shape and color to this universe. From concept and design to space construction and activation integration, the team succeeded in transforming Born to Mix into a multi-sensory experience, perfectly in sync with the spirit of UNTOLD.

The festival experience was amplified by Highlight PR, who carried ABSOLUT’s story beyond the festival gates. Through a carefully curated selection of influencers, the team created a wave of authentic, energetic content that spread the message “Be ABSOLUT memorable” directly into communities.

The result? An experience that mixed freedom, color, and flavor in perfect balance, leaving behind a spirit that stays with you long after the stage lights go out.

Project Team

From ABSOLUT:

  • Adelina Din-Țurcanu – Head of Marketing, Pernod Ricard Romania
  • Alexandru Mihai – White Spirits Brand Manager, Pernod Ricard Romania

From Highlight Agency:

  • Ionuț Curtean – Managing Partner
  • Ana Ailenei – Client Service Director
  • Alexandru Petrea – Chief Operating Officer
  • Doru Candit – Senior Account Manager
  • Andrada Rădulescu – Account Manager
  • Cristian Olteanu – Production Director
  • Ioana Constantinescu – Production Manager
  • Andreea Dobranici – Creative Director
  • Alex Mihăilescu – Senior Art Director
  • Mădălina Rezeanu – Graphic Designer
  • Alida Sindie – Senior Copywriter

From Highlight PR:

  • Aela Cotabiță – Managing Director
  • Raluca Oprea – PR Manager
  • Cristi Dorombach – Media Relations Coordinator