Absolut Design & Branding ABSOLUT BLANK LIVE by The Mill

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Industry Vodka
Media Design & Branding
Market United Kingdom
Agency The Mill
Released October 2011

Credits & Description

Category: Exhibitions & Live Events
Product/Service: ABSOLUT VODKA
Agency: THE MILL
Media placement: Dance Pod Installation - 4 Bars Across London - October 2011

Describe the brief from the client
Absolut Blank is a creative movement that invites artists around the world to express their creativity on a blank canvas in the shape of the iconic Absolut bottle.

The campaign started with 18 renowned artists. But Absolut wanted to involve their entire audience.

So, how do you enable the public to participate in creative movement if they are not artists?

We began with the world’s most accessible art form: dance.

Describe the challenges and key objectives
We wanted an experiential platform which went beyond above-the-line advertising and had a deeper relationship with the ‘Style & Status’ target audience, being accessible and moving away from feeling aloof and elitist. While still fitting the Absolut brand that is fun, engaging and innovative. Generative art based on a user’s dance moves fitted this perfectly.

The main challenges were then technical: devising a way to get the most particles and polygons from the machine running the software, creating designs where all of the generative art was created by a user’s movements with no pre-defined or pre-rendered elements.

Describe how you arrived at the final design
We mixed our aesthetic brief and technical understanding of what was achievable. We wanted 3 different designs for the generative art created by the 'dancer'.

Design 1 looked like ink in water, disturbed by the dancer's body. The challenge was all the particles required.

Then, something angular and polygonal. We generated a moving mesh of triangles that track the body, polygons then grow based on movement. No 2 dances look the same.

Lastly, a dancer’s moves light up a mesh of particles which launch small hexagonal shapes moving away from the user.

Adding colours gave 30 combinations of effects.

Give some indication of how successful the outcome was in the market
The installation was covered by the UK’s major newspapers and blogs. And the final gig was one of the most sought-after tickets in town.

We generated around 2,000 blank videos and developed digital stream with an increase in Facebook fans and 8,000 'likes'.