Absolut's latest spot takes us on a spectacular high-speed journey through history up to the present day to demonstrate how creativity fuels the world.
The brand and its agency, BBH London, engaged three-time Academy Award winning cinematographer Emmanuel "Chivo" Lubezki ("Gravity," "Birdman," "The Revenant") to direct "One Night." The film begins by recreating the Big Bang and whisks us through the evolution of man, and centuries of progress, inventions and artistic achievements, ending with a couple of modern urban types on a night out "32 trillion nights later." Accompanied by a husky voiceover from the actor/musician Juliette Lewis, and set to the track "Sunny" by Boney M., it's a big, bold production via Park Pictures with VFX by Framestore.
The film is part of a wider campaign centered on creativity, that involves collaborations with creative types. In addition to the spot, Absolut has collaborated with five artists to create a global outdoor/print campaign: Mickalene Thomas, Toilet Paper Magazine, Olivia Steele, Stevie Gee and Rude. The brand asked them to create their own vision of a better tomorrow.
The campaign will also live across social, with Absolut collaborating with seven additional artists on a digital effort. They are photographer Catherine Losing, musician Nakury, illustrator David Luepschen, graphic designers Chrissie Abbott and Tracey Ma and street artists Bambi and Hansky.