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In today's world, people are consumed in a fast-paced, faceless and money driven environment. Genuine interpersonal contact seems redundant as we pay little attention to our manners and politeness, for it bears no direct financial benefit.
But now more that ever our population needs a pick-me-up. A reason to find strength in human spirit. A signal that it should not be money that drives our actions and emotions.
In an Absolut world currency would be replaced by kindness. And Black was asked to show kindness while filming peoples actions, enthusiasm and energy, while being repaid with an Absolut reward.