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

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Industry Vodka
Media Promo & PR, Case study
Market Germany
Agency Che*Che
Art Director Philip Borchardt
Copywriter Dirk Henkelmann, Felicitas Olschewski, Philip Loeffel
Photographer Ricardo Mueller
Agency TBWA\ Berlin
Released March 2010

Credits & Description

Category: Best Use of Screens
Product/Service: ABSOLUT VODKA
Agency: CHE*CHE
Date of First Appearance: Mar 4 2010
Advertiser's Supervisor: Alain Dufossé/Bernhard Eisheuer/Katja Borsetzky/Christina Elste/Catherina Zeman (Pernod Ricard)
Chief Creative Officer: Kurt Georg Dieckert/Stefan Schmidt/Nico Zeh/Tatjana Stein (TBWA / CHE*CHE)
Creative Director: Dirk Henkelmann/Philip Borchardt (TBWA)
Art Director: Philip Borchardt (TBWA)
Copywriter: Philip Loeffel/Felicitas Olschewski/Dirk Henkelmann (TBWA)
Strategic Planning: Christina Keller/Sonia Lago (TBWA)
Account Manager: Richard Breaux/David Barton/Alexis Mardon (TBWA)
Print Producer: Katrin Dettmann (TBWA)
Executive Producer: Luise Biesalski/Philip Gaedicke/Alexis Dornier (TBWA / CHE*CHE)
Design: Andrew Morgan/Veit Moeller/Ricardo Mueller/Chehad Abdallah/Benedikt Ganssczyk (TBWA)
Photographer: Ricardo Mueller (TBWA)
Idea: Philip Loeffel/Stephan Spieske (TBWA)
Concept: Dirk Henkelmann/Philip Borchardt/Nico Zeh/Tatjana Stein (TBWA / CHE*CHE)
Director & Editor: Johannes von Liebenstein (TBWA)
Casting: Luise Biesalski (CHE*CHE)
IT: Erik Scholz/Benjamin Stuerkat (TBWA)
Curator: tadiRock (CHE*CHE)
Media placement: Ambient Media/Screens - Restaurants/Cafés All Around Berlin - 04.03.2010
Insights, Strategy & the Idea
MADE is a platform initiated by ABSOLUT Vodka to foster creative collaborations with the goal to create something that has never been done before. To inform art- and creativity- loving people about MADE an own media channel was developed: Live Screens.
Creative Execution
Art installations containing monitors were installed in several of the ’Creative Crowd’s’ favourite bars and restaurants, showing a live stream out of the MADE space to increase curiosity.
After a few weeks of showing artists working in the MADE space, the live stream became more and more surreal, showing that anything can happen when creative minds clash at MADE.
Results and Effectiveness
The live screens contributed to over 50% of the guests attending the MADE exhibitions which took place after the vernissage events.