Absolut Vodka’s #AbsolutNights campaign centers on archetypes that don’t get much attention in traditional advertising—including a widow, a woman attracted to other women and now a transgender person.
Sid Lee’s Amsterdam and New York offices teamed up on a new campaign for Absolut, including a 30-second broadcast spot and online ad featuring new music by electronic duo Empire of the Sun.
The 30s-econd anthem ad, which launches today, collects footage from “Absolut Nights” events last year in cities such as New York, Berlin, Sao Paolo and Johannesburg. Directed by Melina Matsoukas, the nightlife footage is paired to a fairly run of the mill anthem voicover saying, “Every night we’re searching for something…something different…something unforgettable.” The spot sees Sid Lee targeting a millenial crowd for the brand (some may say too transparently), but ultimately comes across as forgettable. Absolut’s online “short film,” meanwhile is essentially a branded music video for Empire of the Sun’s new track (following a brief narrative intro tying it to campaign themes). More memorable is the brand’s limited edition Absolut Spark bottle, a clever gimmick which “gives consumers the ability to shine a new light on their nightlife rituals for up to eight hours” via pressing a switch on the bottom of the bottle turning on a light.
“At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out,” Joao Rozario, vice president of marketing at Absolut, told Adweek. “By infusing the unexpected into the ordinary, ‘Absolut Nights’ aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like.”
Credits:
Client: Absolut Vodka, Pernod Ricard USA
Agency: Sid Lee Amsterdam & Sid Lee New York
Managing Partner: Eric Alper
Executive Creative Director: Daniel Chandler & James Yeats-Smith
Creative Team: Maclean Jackson, Roeben Beddeleem, Eoin Mclaughlin & Thomas Glover
Group Account Director: Emily Creek
Account Director: Amy Manganiello
Production Management Director: Melanie Bruneau and Dave Isaac
Head of Strategy: Simon Wassef
Strategy Director: Nicola Davies
Editor: Thomas Schenk
Director: Melina Matsoukas
Production Team: Jimmy Lee & Sid Lee Entertainment
Production Partners: Prettybird, Vice, O’mage, StudioNOW
Public Relations: Weber Shandwick
Absolut rolls out new advertising today from Sid Lee including a new short film and TV commercial, a never-before-heard song from Empire of the Sun, and a limited-edition illuminated bottle that lights up when you push a button on the bottom.
The short film and TV work, directed by Grammy-winning director Melina Matsoukas, collect footage from a series of “Absolut Nights” events hosted last year in New York, Sao Paolo, Berlin and Johannesburg that featured one-of-a-kind artistic collaborations—with Vita Motus, Marianne Krawcyzk, Studio XO and Charles Gadeken.
The short film:
The TV spot, launching Monday:
Those events were all about reinventing aspects of traditional nightlife in keeping with the brand’s “Transform Today” credo of rethinking nightlife through a lens of creativity.
The short film features a new track from electronic music duo Empire of the Sun. And the campaign features an intriguing packaging component—the Absolut Spark bottle, with a light that shines through the bottom and “gives consumers the ability to shine a new light on their nightlife rituals for up to eight hours.”
The bottle:
“At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out,” says Joao Rozario, vp of Marketing at Absolut. “By infusing the unexpected into the ordinary, ‘Absolut Nights’ aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like.”
More work from the campaign below.
The artistic collaborations:
CREDITS
Client: Absolut Vodka, Pernod Ricard USA
Agency: Sid Lee Amsterdam & Sid Lee New York
Managing Partner: Eric Alper
Executive Creative Director: Daniel Chandler & James Yeats-Smith
Creative Team: Maclean Jackson, Roeben Beddeleem, Eoin Mclaughlin & Thomas Glover
Group Account Director: Emily Creek
Account Director: Amy Manganiello
Production Management Director: Melanie Bruneau and Dave Isaac
Head of Strategy: Simon Wassef
Strategy Director: Nicola Davies
Editor: Thomas Schenk
Director: Melina Matsoukas
Production Team: Jimmy Lee & Sid Lee Entertainment
Production Partners: Prettybird, Vice, O’mage, StudioNOW
Public Relations: Weber Shandwick
As thousands of consumers changed their Facebook profile pictures to equals signs Tuesday in support of marriage equality—a topic the Supreme Court is considering this week—two vodka brands led the brand charge in that regard. Smirnoff posted an image of three different drink pairings with the headline, "Every pairing is perfect." And Absolut, which has been gay-friendly for decades, pledged "Absolut Support" in its own Facebook photo. Which other brands have you seen making gay-marriage statements today?
 |
 |
A nova campanha de Absolut é uma brisa no deserto, com corrida de cães-robô e música especialmente criada pelo Swedish House Mafia, na contínua estratégia da marca de se unir com artistas multimídia.
Dessa vez a intenção não é promover nenhuma versão nova da vodka, mas sim o clássico drink greyhound.
O clipe de quase 4 minutos também foi transformado em comerciais de 30′ e 60′.
Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie
Vincent Dixon est un photographe irlandais spécialisé depuis plusieurs années dans les projets et campagnes publicitaires. Il travaille essentiellement avec le studio français de retouches numérique Kilato, pour des clients comme Nissan, Absolut Vodka, Pepsi ou Perrier.
Depois do teaser há algumas semanas, a Absolut liberou o documentário sobre Jay-Z e sua relação com Nova York.
Dirigido por Danny Clinch, o curta de 15 minutos de duração traça um retrato do ícone do hip-hop, incluindo sua famosa apresentação no Madison Square Garden em memória as vítimas do 11 de setembro.
A Absolut promete ainda conteúdo exclusive para os membros de sua página no Facebook.
Post originalmente publicado no Brainstorm #9
Twitter | Contato | Anuncie
Depois da estreia no Sundance Festival, a Absolut finalmente colocou online o curta “I’m Here” dirigido por Spike Jonze.
Mas uma coisa não bate. Apesar de ser simpática a apresentação através de uma sala de cinema, em que você pode convidar amigos do Facebook para assistir como se estivesse sentado na poltrona, a limitação é uma pobre decisão.
Apenas 5 mil pessoas por dia podem assistir o curta, com horário marcado por sessão. Eu, por exemplo, entrei agora no site e fui avisado de que devo esperar quase 1 hora e meia.
Como eu disse, uma apresentação simpática, mas em tempos de on demand? Alguém já publicou no YouTube?
Post originalmente publicado no Brainstorm #9
Twitter | Contato | Anuncie
Além do Google e seu serviço de locação de filmes via YouTube, o Sundance Film Festival, que começa hoje, apresentará outra parceria de marketing: Entre o diretor Spike Jonze (“Quero Ser John Malkovich”, “Onde Vivem Os Monstros”) e a Absolut.
Jonze vai exibir no festival o curta “I’m Here”, de 31 minutos de duração, produzido em conjunto com a marca de vodka. Trata-se de uma história de amor entre dois robôs que vivem em Los Angeles.
Não fica claro como a Absolut entra no meio disso, talvez com alguma presença no roteiro ou simplesmente como patrocinadora de mentes criativas, como já faz há algumas décadas. De qualquer forma, Spike Jonze utilizou aquele discurso batido: “Me deram total liberdade criativa para trabalhar e fazer o que eu quisesse”.
O filme, que vai ser distribuído globalmente em março, contará com o apoio de uma campanha de mídia, com veiculações de 30 e 60 segundos na TV.
Além do site oficial, imheremovie.com, você pode conferir o trailer abaixo. A criação é da TBWA\Chiat\Day, e tem produção da MJZ e efeitos visuais da Method Studios.
Le réalisateur américain Spike Jonze présente son nouveau court-métrage “I’m Here” autour de la relation entre deux robots à Los Angeles. Il est issu d’une carte blanche avec la marque Absolut Vodka. Voici le trailer de 30 secondes pour une sortie du film prévue pour mars.
Pour aller plus loin : le site officiel du film
Magnifique spot pour Absolut Vodka par TBWA New York. Un groupe d’artistes a crée à travers le monde de nombreuses œuvres d’art autour de la philosophie de la marque. La direction artistique est de Mark Figliulo et les effets visuels du studio Mass Market. A découvrir en HD dans la suite.
Le spot construit la phrase “Doing things differently leads to something exceptional”.
Vodka is a drink that most people love to consume and while we have our own line of brands that are pretty much popular locally, the taste of French Vodka is something rare for most. American vodka connoisseurs will soon be able to enjoy a French-made vodka that evokes the simple elegance of the Mediterranean region of Europe: southern France, Italy, Spain, Portugal and Greece. Bravado Imports is introducing Quay Vodka (http://www.quayvodka.com), an ultra-premium, artisan-crafted Mediterranean spirit, to select U.S. markets.
Quay Vodka is the culmination of Sheckart’s five-year search for the best European ingredients and blending techniques. The classification “artisan crafted” denotes the meticulous, hands-on approach taken in its creation. “Quay Vodka is made by a master distiller and in smaller quantities than most vodkas,” explained Sheckart. “The resulting attention to detail makes for a finer spirit, and Quay has all the qualities you look for in a fine spirit: ultra smoothness, complexity, that round-the-mouth feel and a flawless finish.”
(Source) Press
As últimas campanhas de Absolut mostram como seria o mundo ideal pelos olhos da marca, conceito que vem sendo trabalhado desde 2007 com os filmes “Swimming” e “Protest”. Em 2008 lançaram o “Be Kanye”.
O mais novo comercial, intitulado “Hugs”, coloca um pouco mais de afeto nesse mundo, ao som de “A Kiss to Build a Dream On” de Louis Armstrong. Resumindo toda a campanha: Beba Absolut que o mundo vai ficar mais bonito, pelo menos pra você.
A criação é da TBWA\Chiat\Day.
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
