Absolut has announced a new brand campaign, aiming to connect with the creative spirit in everyone and to inspire artistic transformation around the world. Under the new brand ethos Transform Today, Absolut is collaborating with four cutting-edge artists who, the company says, i"gnore fate and break boundaries, transforming themselves and their creative disciplines in the process." The campaign is the first global campaign 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 what brand owner Pernod Ricard says is 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 company says 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 U.S. during preview events titled “Open Canvas” in Brooklyn and San Francisco, empowering celebrated emerging artists and the public to transform the entire street into an extraordinary aesthetic experience. Open Canvas was a demonstration of the 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 2013, 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.
ABSOLUT will also host a challenge that asks fans to submit their creative projects that best represents how they would “Transform Today.”