Last Thursday morning (Sept. 28), people across the globe in cities such as Berlin, Liverpool, New York and Rio woke up to stunning brand new murals in their neighborhoods.
The surprise was the work of Absolut. Following its recent blockbuster TV spot, the vodka brand continues to highlight creativity across the globe in its marketing and commissioned seven artists around the world to create the murals in one night.
Under the direction of film director and artist Aaron Rose, the local artists created murals in neighborhoods of Rio de Janeiro, Brazil; Vancouver, Canada; Chengdu, China; Berlin, Germany; Mumbai, India; Bushwick, New York and Liverpool, U.K. All the artists worked from sunset to sunrise across different time zones from Wednesday night through Thursday morning.
The murals are all themed around sustainability, gender equality, global unity and freedom of expression, and Absolut's aim is that they will inspire people in their local communities to live in a more open and inclusive world. In the following months, each artist supported by Absolut will lead workshops and activities in the community. Each piece of art can be bought online via Absolut.com with all profits going to support the local initiatives.
The campaign is by branded entertainment agency and production company Cult, which is based in the U.K. but has offices in L.A, New York and Rio.