Absolut Design & Branding THE PUREST AD IN THE WOLD by Being Paris

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Industry Vodka
Media Design & Branding
Market France
Agency Being Paris
Creative Director Christophe Ghewy, Paul Wauters
Art Director Mathieu Camillieri, Stéphane Sacuto, Nicolas Boyer
Copywriter Marc Platet
Released August 2011

Credits & Description

Category: Posters
Advertiser: RICARD
Product/Service: ABSOLUT VODKA
Agency: BEING
Creative Director: Paul Wauters (Being)
Strategy Director: Nicolas Chemla (Being)
Account Director: Alexa Pantanella (Being)
Account Executive: Lise Abou Bechara (Being)
Art Director: Nicolas Boyer (Being)
Copywriter: Marc Platet (Being)
Art Director: Mathieu Camillieri (Being)
Art Director: Stéphane Sacuto (Being)
Art Buyer: Isabelle Darmendrail (Being)
Art Buyer: Constance Gennari (Being)
Media placement: Temporary Exhibition - Only One Bus Shelter (Showcase) - 14 December - 21 December 2011

Describe the brief from the client
• Communicate on the new limited edition bottle of Absolut Vodka
• Make it fit the local brand platform of ‘purity’
• Showcase the atypical angular shape of the bottle
• Respect the French Evin law, the strictest in the world on alcohol advertising.
• Respect and leverage Absolut premium image and creative heritage

Describe the challenges and key objectives
We had to make the angular bottle the talk of the town with a very restricted budget, and boost sales around the very noisy end of year period. However, the key challenge in France is always to celebrate the Absolut creative heritage within the extremely strict local legislation. After earlier creative and business successes, we had to keep the momentum going and taking the brand a step further, affirming its connection to a new generation of consumers.

Describe how you arrived at the final design
After 2 years communicating on product’s purity, we chose to literally embody the concept by creating the purest ad in the world: a single poster, using only light and shadows, created in collaboration with German artist Simon Schubert. No ink, no paint, only 100% cellulose paper.

With his trademark paper folding technique, Schubert was able to showcase the bottle and its reflections, emphasising its angular character.

The unique poster was then put on public display. A bus shelter in a busy square in Paris was transformed into a micro museum. The bus shelter was repainted white, and specially designed lighting ensured the full effect of the shadow play, and a Purity guard provided passers-by with the necessary explanation.

Give some indication of how successful the outcome was in the market
The piece of art/ poster was only exposed for a week in a bus shelter in Paris.

There were more than 100 articles published about the installation, more than 800 tweets and at least 15 countries reached (France, US, China, Japan, Mexico, Spain, UK, Germany, etc.)

The estimation of the global reach of the tweets and article is of at least 3.5m of people around the world.