Absolut Promo, Case study MADE - TYPOGRAPHIC BALLET by Che*Che, TBWA\ Berlin

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Industry Vodka, Shows, Events & Festivals
Media Promo & PR, Case study
Market Germany
Agency Che*Che
Photographer Robert Wunsch
Agency TBWA\ Berlin
Creative Director Dirk Henkelmann, Philip Borchardt, Ebon Heath
Copywriter Tita Von Hardenberg, Max Herre, Talib Kweli, Kevin Rittberger
Photographer Nils Krueger
Released December 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Product/Service: ART EXHIBITION
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: Ebon Heath/Dirk Henkelmann/Philip Borchardt (TBWA Berlin, CHE*CHE)
Concept: Ebon Heath/Nico Zeh/Tatjana Stein (CHE*CHE)
Executive Producer: Luise Biesalski/Philip Gaedicke/Alexis Dornier (CHE*CHE)
Interior Design/Architect: Alexis Dornier (M AD)
Copywriter: Talib Kweli/Tita von Hardenberg/Max Herre/Kevin Rittberger
Casting: Luise Biesalski (CHE*CHE)
Choreographer: Mikel Aristegui
Artists/Dancer: Parvin Namazi/Maryam Nikandish/Laura Siegmund/Kirikoo/Jane Doe
Audio Production: Valerie Goodman/Crada
Film Producer: Matthias Maercks/Niki Drakos
Photographer: Nils Krueger/Robert Wunsch
Curator: tadiRock
Account Team: Richard Breaux/David Barton/Alexis Mardon (TBWA Berlin)
Graphic Design: Ricardo Mueller/Chehad Abdallah/Benedikt Gansczyk (TBWA Berlin)
Media placement: Event - MADE - 09.10.2010
Summary of the Campaign
ABSOLUT wanted to create a place where creative collaborations are encouraged and fostered. A place for people who love art and creativity. A place where diverse creative minds can join forces to create new and unseen things.
The challenge was to develop a space that could cater to a multitude of different artistic purposes; to create outstanding events and relevant content that is promoted in a unique and appropriate way, establishing MADE as a limelight for creativity.
The Situation
MADE was born – as a platform devoted to the formula of creative clashes.
This became the rationale for everything, from the development of the space by 12 very different creatives, to the diverse Artists, participating in the projects.
The Goal
It is reflected in all communication mediums and even resulted in the creation of a unique new media channel. Lastly all activities are collected under this theme on the made-blog, making it a source of inspiration to the international art scene.
The Strategy
One of these projects was the typographic Ballet. The designer Ebon Heath, MC Talib Kweli, the journalist Tita von Hardenberg and the musicians Max Herre and Kevin Rittberger worked together at MADE for 4 months.
For this project they composed music and wrote lyrics that were transformed into three-dimensional typographic costumes. These costumes were brought to life by dancers, true to the specific lyrics.
Documented Results
The result was a performance in 4 acts that was celebrated by the international art scene.
The project's content and event generated over a 100 online and offline clippings in relevant media titles such as Wallpaper magazine, was praised by top creatives themselves on their personal twitter channel (Talib Kweli) and the event trailer was seen over 40,000 times.