Absolut's new positioning, "In An Absolut World"?again created by
TBWA?has opened up new avenues for collaboration, particularly
online. The company's digital agency?Stockholm-based Great
Works?won a Gold Cyber Lion earlier this year for its Absolut
Machines project, which allowed users to interact with two
music-making machines in an attempt to answer the question, "In an
Absolut World, Would Machines be Creative?" Also this year, the
agency launched a new "In an Absolut World" campaign site, which is
home to short films by Kanye West, Perez Hilton, and offbeat
comedian Zach Galifianakis?among others?and a place for users to
post visions of their own. In West's vision of an "Absolut world,"
you can take two tablets that will turn you into, well, him. In
Hilton's, the gossip blogger is celebrated like Elvis (or at least
Heath), and in Galifianakis' vision it's tough to tell exactly what
is going on, although Esquire magazine spent 800 words explaining
why it is funny. Of course, this is the sort of collaboration
Absolut has been known for since Warhol was still alive.
Back in Stockholm, Andr?asson also sees the continuity. "I would
say that it's more of an evolution. We still have our creative
heritage, which is now even broader because we're not only working
with the creative community and inviting artists to co-create with
us, but we're also inviting the consumers to give their vision of
the world." Ted Persson, partner and CCO of Great Works, notes that
the company has formed unusually long relationships with its
agencies, working with TBWA since 1980 and with the agencies that
evenutally became Great Works for almost 10 years. "I think this
trust of their long-term agencies, together with smart people with
a genuine interest in new things, form the ground pillars for
Absolut's marketing success."
And that includes new ideas about media, both online and off.
Andr?asson notes that Absolut has long been know for its "outdoor
spectaculars"?unconventional billboard installations like "Absolut
Alternative," a solar-powered affair that loomed over Sunset
Boulevard during California's 2001 energy crisis.. "I think we've
always challenged ourselves in how we are delivering the idea in
media," he says.
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