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Absolut, "In an Absolut World"

35 years after the launch of Absolut Vodka and their seminal marketing campaign, people still loved their “bottle” ads. Unfortunately, they no longer drank Absolut vodka. Absolut challenged TBWA/Chiat to find a new way to talk about Absolut. What became clear was that, though everyone recognized the brand’s shape, they had forgotten the reasoning behind the brand’s name. The Absolut World campaign changed that. This new campaign stopped repeating bottle iconography and, instead, demonstrated what the brand had always stood for: being Absolut. Based on the simple question “what if everything in the world was as absolute as the Absolut Vodka?” the campaign portrayed more ideal, hopeful, clever worlds that re-enforced the intent behind the original product and the brand. Iconic brand content, both big and small, launched the campaign. Then a series of global events, from Las Vegas to Paris, demonstrated what the world would actually be like if it were more Absolut. Local marketing campaigns continued the idea, and a film contest had people create their own examples. Absolut Vandalos!

Project Roles
Creative Director
Company
Absolut
Skills
Creative Direction, Conceptual
Media
Brand Films, Branded Content, Commercials - Broadcast, Commercials - Video, Events, Experimental Films
Project Industries
Advertising, Wine/Spirits
Absolut, "In an Absolut World"