ABSOLUT ART COLLECTION by The Brand Union Stockholm for Absolut

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ABSOLUT ART COLLECTION

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Industry Vodka
Media Design & Branding
Market Sweden
Agency The Brand Union Stockholm
Executive Creative Director Hans Brindfors
Released October 2009

Credits & Description

Category: Self Promotion
Advertiser: THE ABSOLUT COMPANY
Product/Service: ABSOLUT ALCOHOL
Agency: THE BRAND UNION
Date of First Appearance: Oct 30 2009 12:00AM
Entrant Company: THE BRAND UNION , Stockholm , SWEDEN
Executive Creative Director: Hans Brindfors (The Brand Union)
Executive Client Director: Jonas Andersson (The Brand Union)
Design Director: Patrick Hammarsten (The Brand Union)
Media placement: Picture Of Hardcover-Example - Official Material For Absolute Art Collection - To Be Implemented

Describe the challenges and key objectives

Strategic:      Become one of the top-ten creative exhibition centres in Europe by challenging and engaging visitors in a truly creative and vibrant world/experience 3-year plan: Drive brand equity building on creative heritage (TAC) Drive awareness of VSHM and create tie-in with Swedish spirit-making creativity and traditions (VSHM) Business:   Reach 100,000 paying visitors first year of opening. Break-even year three. Marketing/Communication: Secure strong connection to brand equity and the IAAW 2.0 campaign idea, building (on) creative heritage of the brand (TAC) Establish VSHM as a leading player in the museum/exhibition arena, focused around creativity and the Swedish tradition of spirit-making (VSHM)

Describe the brief from the client

Create the first new ABSOLUT brand since the ABSOLUT original and establish the Art Collection and VSHM as a key centre for creativity in Europe (not art only), based on strong creative heritage and inherent integrity of institution/brand.

Describe how you arrived at the final design
We wanted to create something simple that would be as smart as the brand itself. Something that at the same time would stand out; without competing with the 800 art pieces that the finest of the creative elite of this planet has produced since 1979.

Give some indication of how successful the outcome was in the market
The art exhibition will soon be opened to the public eye and the work we have created will serve as the official logotype for the ABSOLUT Art Collection.