Absolut Promo MADE by Che*Che

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Industry Vodka
Media Promo & PR
Market Germany
Agency Che*Che
Art Director Philip Borchardt, Philipp Migeod
Copywriter Dirk Henkelmann, Felicitas Olschewski, Philip Loeffel
Photographer Robert Wunsch, Ricardo Mueller, Niels Krueger
Strategic Planner Sonia Lago, Christina Keller
Released March 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: VODKA
Agency: CHE*CHE
Date of First Appearance: Mar 3 2010
Entrant Company: CHE*CHE, Berlin, GERMANY
Entry URL: http://made-blog.com/
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)
Art Director: Philip Borchardt/Philipp Migeod (TBWA Berlin)
Copywriter: Dirk Henkelmann/Felicitas Olschewski/Philip Loeffel (TBWA Berlin)
Executive Producer: Luise Biesalski/Philip Gaedicke/Alexis Dornier (TBWA Berlin)
Idea and Concept: Tatjana Stein/Nico Zeh/Dirk Henkelmann/Philip Borchardt (TBWA Berlin / CHE*CHE)
Architect/Interior Design: Alexis Dornier (M AD)
Design: Veit Moeller/Andrew Morgan/Ricardo Mueller/Chehad Abdallah/Benedikt Gansczyk/Tho (TBWA Berlin)
Photographer: Niels Krueger/Robert Wunsch/Ricardo Mueller (TBWA Berlin / CHE*CHE)
Film Production: Matthias Maercks/Niki Drakos/Johannes von Liebenstein (TBWA Berlin)
Casting: Luise Biesalski (CHE*CHE)
Curator: tadiRock (CHE*CHE)
Audio Production: Miki/Valerie Goodman/Crada
Interface/Navigation: Wolf Deiss (Artis)
Account Team: Richard Breaux/David Barton/Alexis Mardon/Philip Gaedicke (TBWA Berlin / CHE*CHE)
Strategic Planner: Christina Keller/Sonia Lago (TBWA Berlin)
Print Producer: Katrin Dettmann (TBWA Berlin)
Information Technology: Erik Scholz/Benjamin Steurkat (TBWA Berlin)
Media placement: MADE SPACE - Berlin - 03.03.2010
Media placement: MADE SCREENS - Restaurants And Cafés All Around Berlin - 03.03.2010
Media placement: OOH - Berlin - 03.03.2010
Media placement: Blog - Www.Made-Blog.com - 03.03.2010
Media placement: Films - MADE SCREENS - 04.03.2010
Media placement: Events - MADE SPACE - 04.03.2010
Media placement: IPad Ad - Monopol Magazine - 03.03.2010

Describe the objective of the promotion.
MADE is a space in the centre of Berlin. It was created by ABSOLUT VODKA to foster creative collaborations. These are conducted on the principle of “Creative Clashes”, where various creative visionaries come together to create something new and outstanding.

Describe how the promotion developed from concept to implementation.
The principle was applied to everything, from the architectural design of the space itself, to the art performances, as well as all levels of communication. All poster flights played on interpretations of the “Creative Clashes” formula.

Explain why the method of promotion was most relevant to the product or service.
Furthermore, 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 as well as “Creative Clash” films.

Describe the success of the promotion with both client and consumer including some quantifiable results.
All these activities elevated MADE to a creative centre of the local and international art scene – in only 12 months.