Absolut looks forward to being 'together IRL' in global campaign

The vodka brand turns to influencers in work by BBH Singapore

Published On
Nov 11, 2020

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
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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