Absolut Promo, Case study ABSOLUT BLANK by TBWA\Chiat\Day Los Angeles, TBWA\Chiat\Day New York

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ABSOLUT BLANK

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Industry Vodka
Media Promo & PR, Case study
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 July 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: ABSOLUT
Product/Service: PERNOD RICARD
Agency: TBWA\CHIAT\DAY
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)
Executive Producer: Darryl Hagans (TBWA\Chiat\Day New York)
Director Of Art Production: Teresa Rad (TBWA\Chiat\Day New York)
Art Archival Photgrapher: Felipe Rebelo (Saddington Baynes)
Senior Print Producer: Joni Adams (TBWA\Chiat\Day New York)
Project Director: Christine Austin (TBWA\Chiat\Day New York)
Artist: Eduardo Recife
Artist(S): Doug Cunningham/Zach Freeman
Artist(S): Dab Ibarra/Michael Byzewski
Artist(S): Jeremy Fish/Marcus Jansen
Artist: David Kinsey
Artist(S): Robert Mars/Alex Trochut
Artist: Mario Wagner
Artist(S): David Bray/Brett Amory
Artist: Fernando Chamarelli
Artist(S): Sam Flores/Ludovica Gioscia
Artist(S): Becky Bolton/Louise Chappell
Media placement: OOH - UK, Argentina, London, Internationally - July 30, 2011

Insights, Strategy & the Idea
Absolut is mega brand with momentum. Due to the onslaught of increasingly competitive communication - from all global spirits - an opportunity existed to communicate the more emotional aspects of the brand, to drive differentiation and premiumisation. The objective of the Blank campaign was to re-establish Absolut as a brand that believes in creativity - while make the bottle an icon again. The target audience is a new generation of Absolut drinkers, who are creatively minded. Absolut couldn’t just SAY they are creative brand: They had to facilitate it. A new generation of artists from around the world, and from varying disciplines, was given absolutely blank canvases in the shape of the Absolut bottle. They could fill them in however they wanted, as long as they stayed in the bottle shape. These are the results of that work – with each piece signed by the artist.

Creative Execution
A new generation of artists from around the world, and from varying disciplines was given absolutely blank canvases in the shape of the Absolut bottle. These are the results of that work – with each piece signed by the artist. The campaign re-established Absolut as a brand that not only believes in creativity, but also facilitates it, whilst making the bottle an icon again. Print and OOH executions allowed markets a simple and cost effective way of implementing the campaign. Running a mix of the :60/:30 versions of the TVC gave Absolut the opportunity to connect to a broader audience. Online, the website/Facebook acted as a hub for displaying the process behind all the creative. Local activations such as launch events and live OOH allowed markets to incorporate local up and coming talent as well as becoming a PR-able event positioning Absolut as the catalyst for creative inspiration.

Results and Effectiveness

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. 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 and the 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, likability and engagement across all three markets tested.