Absolut celebrates the power of creativity in new global ‘Create A Better Tomorrow, Tonight’ campaign

Absolut today launches Create A Better Tomorrow, Tonight, a new global campaign designed to celebrate creativity and champion progress. The platform will continue to celebrate the brand’s core beliefs and its continued collaborative approach.

Despite the tumultuous times we live in, Absolut has seen that this generation remains positive and believes that tomorrow will be better. Absolut has long believed in the power of creativity to instigate progress, and Create a Better Tomorrow, Tonight will see collaborations with creatives who share the company’s progressive point of view.

Progressiveness has always been at the very core of Absolut’s ethos. Founder LO Smith had a deep appreciation for both science and the arts, with many learnings picked up from his travels going on to lay the foundations for the brand’s ongoing commitment to this purpose.

To launch the campaign, Absolut has partnered with internationally acclaimed cinematographer and three-consecutive-time Academy Award winner Emmanuel Lubezki to create ‘One Night,’ an ambitious film that tells the story of creativity as the key fuel for progress in the world. Accompanied by a voiceover from Oscar and Golden Globe nominated actor / musician, Juliette Lewis, the film celebrates humanity’s biggest moments of creativity, starting with the Big Bang and moving through to the modern day.

The film can be seen here: https://youtu.be/rSrOt6DZQqA

The ‘One Night’ film continues Absolut’s rich history of working with some of the world’s most innovative creatives, ranging from greats such as Andy Warhol, Keith Haring and Tom Ford right through to contemporary figures such as Deadmau5 and Mickalene Thomas.

 “Create A Better Tomorrow, Tonight is an exciting moment for us, as we feel it beautifully encapsulates everything we stand for as a company”, says Gaia Gilardini, Global Communications Director. “Absolut has always believed in the power of creativity to spark progress in the world, and that’s something we want to bring to life in everything we do.”

Ian Heartfield, Executive Creative Director of BBH London said: "Great ideas happen when people get together, more often than not the best of these ideas occur at night. This film is a celebration of the greatest idea that came from a night - the creation of life itself. It is the perfect launch for Create A Better Tomorrow, Tonight, Absolut's celebratory call to arms."

In addition to the release of ‘One Night’, Absolut has collaborated with five artists to launch a global OOH/print campaign to bring to life their idea of a better tomorrow under five of Absolut’s brand beliefs. Mickalene Thomas, Toilet Paper Magazine, Olivia Steele, Stevie Gee and RUDE have been handpicked and asked to create their own vision of a better tomorrow.

The five pieces of artwork provide the platform for an ongoing series of creative collaborations that will see Absolut continue this theme over the coming months and into next year.

Create a Better Tomorrow, Tonight will also be excuted across social, with Absolut collaborating with seven additional artists on a digital campaign, each also briefed to create their own vision of a better tomorrow. The work created by photographer Catherine Losing, musician Nakury, illustrator David Luepschen, graphic designers Chrissie Abbott and Tracey Ma and street artists Bambi and Hansky is set to be showcase across Absolut’s social channels.

Follow @absolutvodka on Instagram

And visit http://www.absolut.com/en/one-night for more information.

Read more about the collaborators and creatives we’ve worked with: 

www.absolut.com/en/mickalene-thomas

www.absolut.com/en/toilet-paper-magazine 

www.absolut.com/en/Olivia-Steele

www.absolut.com/en/rude

www.absolut.com/en/stevie-gee

www.absolut.com/en/bambi

www.absolut.com/en/Catherine-Losing 

www.absolut.com/en/Chrissie-Abbott 

www.absolut.com/en/Hanksy

www.absolut.com/en/Nakury 

www.absolut.com/en/Tracy-Ma

www.absolut.com/en/david-l

The Absolut Company Credits:

Gaia Gilardini: Global Communications Director 

Sina Neubrandt: Global Marketing Manager Absolut 

Fredrik Thorsen: Global Head of Digital Absolut 

Andrew Rozas: Global PR and Social media Absolut 

Oscar Danielsson:Global Brand Manager Absolut

BBH Credits

ECD: Ian Heartfield

Creative Team: Simon Cenamor & Raymond Chan 

BBH Producer: Victoria Keenan

BBH Assistant Producer: Zaf Choudhury

Business Lead: Kate Roberts

Account Manager: David White

Production Company Credits:

Park Pictures

Director: Emmanuel ‘Chivo’ Lubezki 

MD: Stephen Brierley

Executive Producer (LA): Caroline Kousidonis 

Executive Producer (London): Sophie Hubble 

Producer: Nick Goldsmith

Post Production: Framestore New York 

Editing House: Whitehouse Post

Sound: Soundtree