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The luxury vodka brand Absolut Elyx is bringing the most important ingredient in vodka (water) to those who need it most through a new campaign with nonprofit Water for People.
For every bottle of vodka sold, Absolut Elyx will provide a week's supply of water to people in need, with the goal of providing safe water to 100,000 people in the next five years.
For the launch, Absolut and Naked Communications subsidiary Naked Luxury—a new agency heading up the campaign—recruited a start-studded cast for a three-minute video directed by and starring Portlandia creator Fred Armisen.
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