Absolut Design & Branding ABSOLUT: WAGNER BOTTLE by TBWA\Chiat\Day Los Angeles, TBWA\Chiat\Day New York

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Industry Vodka
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day Los Angeles
Chief Creative Officer Mark Figliulo
Creative Director Hoj Jomeri
Art Director Hoj Jomeri
Copywriter Sue Anderson
Agency TBWA\Chiat\Day New York
Released January 2012

Credits & Description

Category: iii. Premium Brand
Product/Service: ABSOLUT VODKA
Chairman/Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day\New York)
Global Creative Director/Copywriter: Sue Anderson (TBWA\Chiat\Day\New York)
Creative Director/Art Director: Hoj Jomeri (TBWA\Chiat\Day\New York)
Head Of Production: Robert Valdes (TBWA\Chiat\Day\New York)
Director Of Art Production: Teresa Rad (TBWA\Chiat\Day\New York)
Senior Art Producer: Joni Adams (TBWA\Chiat\Day\New York)
Account Director: Geraldine Drpic (TBWA\Chiat\Day\New York)
Account Executive: Andrea Bohdan (TBWA\Chiat\Day\New York)
Project Director: Christine Austin (TBWA\Chiat\Day\New York)
Media placement: Bottle - USA - January 31, 2012

Describe the brief from the client
We needed to re-establish that ABSOLUT as brand not only believes in creativity, but also facilitates it. A new generation of artists was given a blank canvas in the shape of the ABSOLUT bottle. They could fill them in however they wanted. Their work created a fully integrated campaign – including packaging.

Describe the challenges and key objectives
The campaign’s strategic intent was to connect consumers emotionally to the ABSOLUT brand by achieving increased relevance and greater recognition of ABSOLUT’s position as a creative visionary.

Describe how you arrived at the final design
German artist, Mario Wagner, created a 30 ft canvas for the ABSOLUT BLANK campaign. His design so inspired the client that they used his work as the first in a series of 'Blank Edition' bottles to support the campaign. He used a theme close to his heart - featured in much of his work: space and time travel. Mario’s exploration of these themes stem from his fascination of the subject and lifelong desire to travel to the moon.

Give some indication of how successful the outcome was in the market
After BLANK's launch, there was a 317% increase in tweets associating ABSOLUT with creativity. For audiences exposed to BLANK (in August 2011) - Mexico, China, Turkey, Brazil & UK- 'Is a creative brand', and 'is an innovative brand' qualified as ABSOLUT's key differentiators for the brand. Quantitatively tested significantly above normal in all markets (UK, Germany, Brazil) Strong branding, ad recall, likeability and engagement across all three markets tested. Notably Wagner’s designs were leaked on the internet through an unknown source creating a wild fire with collector fans trying to get the bottle!