Absolut Promo, Case study MADE - VALSE AUTOMATIQUE by Che*Che, TBWA\ Berlin

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MADE - VALSE AUTOMATIQUE

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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
Photographer Nils Krueger
Released December 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: PERNOD RICARD DEUTSCHLAND
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: Dirk Henkelmann/Philip Borchardt (TBWA Berlin)
Executive Producer: Luise Biesalski/Philip Gaedicke/Alexis Dornier (CHE*CHE)
Interior Design/Architecture: Alexis Dornier (M AD)
Concept: Hermann August Weizenegger/Miki/Nico Zeh/Tatjana Stein (CHE*CHE)
Idea: Hermann August Weizenegger
Casting: Luise Biesalski (CHE*CHE)
Audio Production: Miki
Illumination Design: Chris Jeffs, Alexis Dornier
Interface Design: Stephan Thiel
Film Producer: Matthias Maercks/Niki Drakos
Photographer: Nils Krueger/Robert Wunsch
Technical Director: Wolf Deiss (Artis)
Account Team: Richard Breaux/David Barton/Alexis Mardon (TBWA Berlin)
Curator: tadiRock (CHE*CHE)
Media placement: Event - MADE - 09.12.2010
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, 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 Valse Automatique. Product designer Hermann August Weizenegger and the composer Miki worked together for 5 months to teach a machine how to be inspired by music.
Execution
With the help of a mill and fire, an industrial robot sculpted pieces that reflect the mood of the 5 different valse compositions. Live and on stage.
Documented Results
- The newness and uniqueness of the project created an entirely positive echo in the national and international art scene.
- The project's content and event generated over a 100 online and offline clippings in relevant media titles such as Frame Magazine, Monopol magazine etc…. and the event trailer was seen over 20 000 times.