Absolut Promo, Case study I'M HERE by TBWA\Chiat\Day Los Angeles

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Industry Vodka
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Director Spike Jonze
Producer Vince Landay
Editor Eric Zumbrunnen-Spotwelders, Stephen Berger
Released January 2010

Credits & Description

Category: Best Use of Cinema
Product/Service: ABSOLUT VODKA
Date of First Appearance: Jan 21 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Entry URL: http://www.imheremovie.com/
Chief Creative Officer/Executive Producer: Mark Figliulo (TBWA\Chiat\Day - New York)
Executive Producer: Matt Bijarchi (TBWA\Chiat\Day - New York)
Agency Creative: Rob Baird (TBWA\Chiat\Day - New York)
Agency Creative: Kris Wixom (TBWA\Chiat\Day - New York)
Agency Creative: Alisa Sengel Wixom (TBWA\Chiat\Day - New York)
Agency Creative: Hoj Jomehri (TBWA\Chiat\Day - New York)
Agency Creative: Thiago Zanato (TBWA\Chiat\Day - New York)
Agency Producer: David Fisher (TBWA\Chiat\Day - New York)
Production Company: (MJZ)
Director: Spike Jonze
Producer: Vince Landay (MJZ)
Executive Producer: David Zander (MJZ)
Executive in Charge of Production: Jeff Scruton (MJZ)
Editorial: (Final Cut)
Executive Producer: Saima Awan (Final Cut)
Editor: Eric Zumbrunnen (Final Cut)
Editor: Stephen Berger (Final Cut)
VFX & Animation Company: (Method Studios)
Executive Producer: Gabby Gourrier (Method Studios - Los Angeles)
Executive Producer: Patrick Davenport (Method Studios - New York)
Media placement: I'm Here Trailers (:30 And :60) - Online - 24 January 2010
Media placement: I'm Here 30-Minute Film - Online, Cinema, Canal+ TV - 22 March 2010
Media placement: I'm Here Movie Poster - Guerilla At Sundance, Paris, Berlin And Istanbul Film Festivals - 22 January 2010
Media placement: I’m Here Stickers - Guerilla At Sundance International Film Festival And Throughout UK - 22 January 2010
Media placement: I’m Here Graffiti Installation - Out Of Home Installation In London - February 2010
Media placement: I’m Here McSweeney’s Book (Soundtrack, DVD, Making-Of Book) - Retail And Press Outreach - 26 April 2010
Media placement: I’m Here Flip Book - Retail In SoHo, NYC - 15 February 2010
Media placement: I’m Here X Opening Ceremony Window Display - Retail In SoHo, NYC - 15 February 2010
Media placement: Global Screenings/Launch Events - France, U.K, USA, Turkey, Germany, Sweden, Mexico, Australia, The Netherlands - January-March 2010

Results and Effectiveness
The film’s launch at Sundance generated 17,319,573 branded press impressions. Cinematical.com reported “The most buzzed-about right out of the gate was Spike Jonze’s I’m Here.” The subsequent global screenings attracted over 10,000 live viewers. When the trailers launched, another 6,404,955 impressions were earned. Finally, when the full film debuted online to limited audiences, another 36,744,854 impressions were generated. The site itself experienced 900,000 visitors in the first two weeks. Ultimately, the brand succeeded in reclaiming its creative platform, and paved the way for additional visionary collaborations to come.

Creative Execution
I’m Here was a touching short film that told the story of ABSOLUT’s brand philosophy – how creativity can transform our world. Applying a Hollywood film-release strategy, trailers were created to generate buzz and interest. The film was entered into the Sundance International Film Festival, and was given the honour of opening the festival – a first for a short film. The film went on to be featured at the Berlin Film Festival, Istanbul International Film Festival and made its French debut at Paris Fashion week. When it came time to release the film to larger audiences, ABSOLUT realised that cinema could not be purchased - it would need to be created. More than 10 different countries launched screenings for thousands of viewers around the globe. Finally, a virtual 'cinema' with limited seating was revealed at www.imheremovie.com – allowing an even wider audience to experience the latest ABSOLUT collaboration.

Insights, Strategy & the Idea
With Andy Warhol’s first iconic interpretation of the ABSOLUT bottle, ABSOLUT introduced the world to modern creative collaboration between artist and brand. The brand explored the worlds of art, fashion, music and film. ABSOLUT had created a model – and over time, other brands began to follow. ABSOLUT needed to rethink creativity. To find a new way to express it – to return to what had made the brand famous 30 years ago. ABSOLUT decided to collaborate with a new generation of artists. Instead of asking them to interpret its bottle, the new campaign invited artists to interpret the brand itself. Our first collaboration was with visionary filmmaker Spike Jonze. Our objective was to create not just an advertisement for our brand, but a legitimate film that would push the definition of 'branded content'.