Absolut looks forward to being 'together IRL' in global campaign
The vodka brand turns to influencers in work by BBH Singapore
Editor's Pick
A new global campaign from Absolut looks forward to people being "Together IRL," as young people become more digitally connected than ever in the pandemic.
The work, by BBH Singapore, featuring four influencers -- U.S. actress Tessa Thompson, British musician MNEK, online gaming star Ricki Ortiz and Taiwanese singer Jolin Tsai -- includes online and social content starting with a two minute film that mixes animation and live action. In it, animated versions of the influencers are pictured breaking out of their virtual worlds and eventually connecting in person.
Psyop duo Todd Mueller and Kylie Matulick, who are the creators of Kevin the Carrot for Aldi, created the animations. BBH also worked with Stink and The Marketing Arm on the campaign, with the latter responsible for licensing the music track "Dreams Today" by Danish band Efterklang.
The campaign is aimed at reminding Gen Z and millennials that no matter how popular you are online, nothing can replace real human connections, says Absolut. "This new campaign marks the beginning of a new chapter for the Absolut brand. The desire and need to break free - to venture beyond the screen back into the real world, where real-life togetherness creates the ultimate and most intimate connectivity - is in all of us now, but especially in Gen Z," said Tad Greenough, Chief Creative Officer at The Absolut Company, in a statement.
The campaign kicks off this week with a staggered launch across the U.K., China, Germany, Italy, Spain, Sweden, Ireland, Netherlands, Romania, Thailand, Morocco, Serbia, Hong Kong and South Africa, rolling out to further countries next year.
Credits
- Date
- Nov 11, 2020
- Client :
- Absolut Vodka
- Agency :
- BBH-Singapore
- VP Marketing :
- Charl Bassil
- Chief Creative Officer :
- Tad Greenough
- Head of Brand Creative :
- Sina Neubrandt
- Marketing Manager :
- Filip Kiisk
- Senior Brand Manager :
- Ylva Lundberg
- Brand Manager :
- Maxime Henain
- Brand Manager :
- Oscar Danielsson
- Brand Manager :
- Hedda Helgesen
- Global Leadership :
- Joakim (jab) Borgstrom
- Global Leadership :
- Adam Arnold
- Singapore Leadership :
- Sascha Kuntze
- Singapore Leadership :
- Sid Tuli
- Creative Director :
- Gaston Soto
- Creative Director :
- Nikhil Panjwani
- Creative :
- Stephanie Gwee
- Creative :
- Sid Lim
- Creative :
- Avril Chua
- Business Leadership :
- Lynette Chua
- Business Leadership :
- Grace Lee
- Business Leadership :
- Alicia Tiong
- Business Leadership :
- Paisley Wright
- Business Leadership :
- Fran Suffling
- Business Leadership :
- Marina Atanassova
- Business Leadership :
- Lauren Gillies
- Strategy :
- Lilli English
- Strategy :
- Faraaz Marghoob
- Strategy :
- Aarohi Dhir
- Production :
- Wendi Chong
- Black Sheep Studio :
- Eddie Jackson
- Black Sheep Studio :
- Sally Liu
- Black Sheep Studio :
- Eva Loo
- Black Sheep Studio :
- Sok Wah Leow
- Black Sheep Studio :
- Lee Adamson
- Black Sheep Studio :
- Christopher Leow
- Black Sheep Studio :
- Pang Wei Fong
- Black Sheep Studio :
- Tammy Quah
- Production :
- Psyop
- Director :
- Todd Mueller
- Director :
- Kylie Matulick
- Producer :
- Justin Booth-Clibborn
- Producer :
- Joe Maggiore
- Producer :
- My Linh Truong
- Producer :
- Noah Goldsmith
- Producer :
- Andrea Panda
- Producer :
- Michael Schlenker
- Production :
- Stink Films
- Production :
- Andrew Levene
- Production :
- Fran Thompson
- Production :
- Kelly Brown
- Production :
- The Marketing Arm
- Manchester :
- Mick Carter
- London :
- Sorcha Collister
- Chicago :
- Valerie Holmes
- Shanghai :
- Maggie Qu
- Dallas :
- David Wales
- Photographer :
- GL Askew II
- Photographer :
- Conor McDonnell
- Photographer :
- Sean Marc Lee
- Production Partner :
- Bauie Productions
- Production Partner :
- Butter Music + Sound
- Production Partner :
- Episode Films
- Production Partner :
- Fuse Adventures in Audio
- Production Partner :
- llusion CGI Studio
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