ABSOLUT World Replaces Currency with Kindness

Imagine buying movie tickets with kisses instead of cash, or repaying your local streetside violinist with embraces and not cold change.

ABSOLUT Vodka builds upon its "In an ABSOLUT World" campaign with "Kindness as Currency," a soul-warmy snapshot of a parallel universe where human contact is the end, not merely the means.

The charming piece is a jarring departure from past "ABSOLUT World" efforts that depicted Times Square slathered in costly art and everyone alive winning the lotto.

And, impressively, ABSOLUT's taking this particular worldview to real people. With help from UK-based We Are Social, London's cinema-goers exchanged compliments and high-fives for free snacks and drinks; at participating cafes, caffeine junkies were granted free coffee for a smile.

Keep track of other such random acts by following @AbsolutKindness, or read more about the effort on the microsite.

Verdict's still out whether vodka actually makes you a nicer person (and not just a louder, sloppier one) but we happily attest it does make you more touchy-feely.