Absolut links with artists for global marketing project

Absolut: new campaign features creatives
Absolut: new campaign features creatives

Absolut is teaming up with four "cutting-edge" creatives for a new brand campaign that aims to "inspire artistic transformation around the world".

‘Transform Today’ debuted in the US, Brazil and Germany yesterday and will launch in other markets over the autumn, winter and spring. It features two French artists, creative and musician Woodkid and designer Yiqing Yin, American digital media artist Aaron Koblin and Brazilian graphic novel illustrator Rafael Grampá.

The four creative collaborations will be unveiled via a TV, press and online campaign. Additionally, the Absolut site will host artist profiles with intimate videos that introduce the creators, the ideas that inspire them, and the goals of their work.

In the UK, social media, eCRM and digital pre-rolls will be running over the next fortnight, introducing four back-stories presenting the artist’s view on transformation.

Beginning in November, the artists will open up their creative processes for global audiences both online and at interactive events. The initiative will offer participants the opportunity to "explore their own creative potential" through a variety of media.

Adam Boita, marketing controller for Pernod Ricard UK, said: "For 30 years – ever since our first art ad was created by Andy Warhol – globally renowned artists have made amazing works inspired by our iconic bottle. Now through this new brand platform, we are transforming the way we collaborate with artists whilst actively pushing the cultural scene forward."

As well as Warhol, Absolut has worked with artists such as Louise Bourgeois and Damien Hirst, and more recently with Spike Jonze, Swedish House Mafia and Jamie Hewlett.

Meanwhile, Diageo’s Smirnoff vodka returns to TV this September with a new ad (see below) as part of a £4.5m campaign for its Smirnoff Gold variant, and signature serve, Smirnoff Apple Bite. 

Smirnoff Gold ad

 

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network