ABSOLUT REIMAGINES THE FUTURE OF ITS CREATIVE HERITAGE WITH BOLD NEW GLOBAL BRAND CAMPAIGN

Today, Absolut is proud to announce a game-changing new brand campaign, aiming to connect with the creative spirit in us all and to inspire artistic transformation around the world. Under the new brand ethos Transform Today, Absolut is collaborating with four cutting-edge artists who ignore fate and break boundaries, transforming themselves and their creative disciplines in the process. With the campaign, Absolut continues its long history of pushing the boundaries of contemporary culture to connect with the passions of a generation. The initiative is the first result coming out of the company’s new relationship with creative agency Sid Lee.

“This is an exciting moment for Absolut. 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, we are transforming the way we collaborate with artists,” says Jonas Tåhlin, VP Global Marketing at Absolut.

Continuing the brand’s history of championing the cultural impact of contemporary art, Absolut sought out collaborators with daring spirits and a dedication to continuously transform the possibilities of personal expression. Defining the cultural zeitgeist, the four collaborating artists craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more.

·  Woodkid – A French multi-talent who constantly transforms from illustrator to designer to director to musician.

·  Aaron Koblin – An American digital media artist with one foot in art and one in technology, known for his transformative visualization of digital data.

·  Yiqing Yin – An emerging fashion designer from France who has already challenged and transformed the traditional world of haute couture.

·  Rafael Grampá – A Brazilian graphic novel artist who transforms graphic design by looking at each page he creates as choreography, not just simple storytelling.

“Transform Today is a call to arms – a rallying cry for a generation of creativity to break free from the idea that anything is predetermined and to take control of their future. The brand ethos manifests our belief that tomorrow is not a given, it’s for everyone to create,” says Tåhlin.

The new brand ethos was introduced in the US during preview events in Brooklyn and San Francisco, where entire streets were transformed into local artist showcases. The events were a demonstration of the type tangible transformation that audiences can expect from upcoming phases of the campaign. For the official global launch, the four creative collaborations will be introduced with a TV commercial, a series of print ads, and an online campaign. A new absolut.com will host artist profiles with intimate videos that introduce the creators, the ideas that inspire them, and the goals of their work. Beginning in November, collaborating 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, enabling them realize their own ability to create the future.

“Absolut has always tapped into the transformative power of art, but we’re looking for a way to do things differently – and with higher ambitions. says Tåhlin. With Transform Today, we’ll take a more active part in stimulating transformation and pushing the cultural scene forward.”

In addition to a 60- and a 30-second spot, there are four back-stories presenting the artist’s view on transformation. All videos are available at absolut.com or at the Absolut YouTube channel: www.youtube.com/absolut.

For information on Absolut products, please visit www.absolut.com.

Notes to the editor:

• The Transform Today TVC will be aired worldwide. It debuts in United States, Brazil and Germany on September 9th^h with other markets launching continuously during the fall, winter and spring.
• The campaign complies with Pernod Ricard’s stringent advertising code, as well as with the Advertising and Marketing code of the Distilled Spirits Council of the United States (DISCUS).
• The campaign was created by Absolut in collaboration with its new creative agency Sid Lee.

Credits:

Global Brand Director, Absolut: Mathias Westphal
Global Marketing Director Creative, Absolut: Nodjame Fouad
Global Marketing Director, Absolut: Franz Drack
Global Communication Director, Absolut: Sebastian Billing
Digital Media Director, Absolut: Jonas Bäckström
Lead Agency: Sid Lee, Amsterdam
Managing Partner, Sid Lee: Eric Alper
Account Director, Sid Lee: Nate Winstanley
Account Manager, Sid Lee: Jonah Dolan
Creative Director, Sid Lee: Jasmine Loignon
Senior Copywriter, Sid Lee: Gillian Glendinning
Senior Art Director, Sid Lee: Roger Leabody
PR: Jung Relations
Print Photography by: Norma Jean Roy
TVCs Directed by: Bob Harlow
Branded Content Films Directed by: Ryan Hope

For further information, please contact:

Andrew Rozas, PR Manager
Absolut
andrew.rozas@pernod-ricard.com
+46 70 919 53 25