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.