MADE - SPACE by Che*Che, TBWA\ Berlin for Absolut

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MADE - SPACE

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Industry Vodka
Media Promo & PR, Case study
Market Germany
Agency Che*Che
Creative Director Dirk Henkelmann, Philip Borchardt
Photographer Robert Wunsch, Ricardo Mueller, Niels Krueger
Strategic Planner Sonia Lago, Christina Keller
Agency TBWA\ Berlin
Director Matthias Maercks, Niki Drakos
Creative Director Alexis Dornier
Released March 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: PERNOD RICARD
Product/Service: VODKA
Agency: CHE*CHE
Date of First Appearance: Mar 13 2010
Entrant Company: CHE*CHE, Berlin, GERMANY
Advertiser's Supervisor: Alain Dufossé/Bernhard Eisheuer/Katja Borsetzky/Christina Elste/Catherina Zeman (Pernod Ricard Deutschland)
Chief Creative Officer: Nico Zeh/Tatjana Stein/Kurt Georg Dieckert/Stefan Schmidt (TBWA Berlin / CHE*CHE)
Creative Director: Alexis Dornier/Dirk Henkelmann/Philip Borchardt (TBWA Berlin)
Architect/Interior Design: Alexis Dornier (M AD)
Idea and Concept: Alexis Dornier/Tatjana Stein/Nico Zeh/Dirk Henkelmann/Philip Borchardt (TBWA Berlin / CHE*CHE)
Account Team: Richard Breaux/David Barton/Alexis Mardon/Philip Gaedicke/Luise Biesalski (TBWA Berlin / CHE*CHE)
Executive Producer: Luise Biesalski/Philip Gaedicke (CHE*CHE)
Production Company: Wolf Deiss (Artis)
Music Selection: Nico Zeh (CHE*CHE)
Casting: Luise Biesalski (CHE*CHE)
Curator: tadiRock (CHE*CHE)
Director: Matthias Maercks/Niki Drakos (TBWA Berlin / CHE*CHE)
Audio Production: Miki/Valerie Goodman/Crada
Photographer: Niels Krueger/Robert Wunsch/Ricardo Mueller (TBWA Berlin/CHE*CHE)
Strategic Planner: Christina Keller/Sonia Lago (TBWA Berlin)
Media placement: MADE SPACE - New Location/Space in Berlin - 03.03.2010
Describe the objective of the promotion.
MADE is a platform initiated by ABSOLUT VODKA to foster creative collaborations with the goal to create something that has never been done before.
Describe how the promotion developed from concept to implementation.
Therefore a versatile space was designed with flexible walls that offer unlimited possibilities.
For example for the “Valse Automatique”, where a product designer and a composer used music to inspire a robot to create art.
In the “Typographic Ballet”, music was transformed into 3-dimesnional typographic costumes and then brought to life by dancers.
Explain why the method of promotion was most relevant to the product or service.
Further projects like theatrical vernissages or a book presentation transformed MADE into a studio, a stage and a creative centre for the local and international art scene.
Describe the success of the promotion with both client and consumer including some quantifiable results.
These activities elevated MADE to a creative centre of the local and international art scene – in only 12 months.