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Absolut Mixes With Lenny Kravitz
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Following in the artistic footsteps of former Absolut collaborators like Andy Warhol, Tom Ford and Gianni Versace, rocker Lenny Kravitz wrote an original track inspired by the famous vodka brand, which was then reinterpreted by 10 of the hottest remix artists in the world. Absolut then turned to Swedish-based digital agency North Kingdom to create the Absolut Kravitz online experience, a digital hub where visitors could explore and download all 11 tracks, as well as music videos and interviews, for free. "We really wanted the project to have a global feel to it, but at the same time work on a local level," says art director Bjarne Melin. "To solve this, we created a personal environment for each artist, a unique 'room' that is a blend of the artist, the track and their geographical origin. On top of this, we let the environments blend into each other in a cool way when moving from one artist to another (which was hard because we had to work with 2D background images), creating a sort of remix of its own."
After downloading this exclusive content for themselves, users can share the Absolut Kravitz love by spreading the word to their friends. A worldwide map keeps track of all the connections you make, and those who share the most can secure a spot in the "most connected" hall of fame.