I'M HERE by TBWA\Chiat\Day Los Angeles for Absolut

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I'M HERE

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Industry Vodka
Media Promo & PR
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: Event and Field Marketing
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: TBWA\CHIAT\DAY
Date of First Appearance: Jan 21 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
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

Describe the objective of the promotion.
With Andy Warhol’s first iconic interpretation of the ABSOLUT bottle, ABSOLUT introduced the world to a new kind of creative collaboration – blending the line between art and commerce. ABSOLUT created the model, but others followed, often letting the commercial objectives overwhelm creative content. ABSOLUT needed to once again redefine how brands and artists collaborate. This would be sending a clear message to our creative target that ABSOLUT was reclaiming its rightful place as one of the world’s most culturally influential brands. The film 'I’m Here' was the first stake in the ground – and live events played a large role in the promotion of this initiative and of the ABSOLUT brand.

Describe how the promotion developed from concept to implementation
The 30-minute film by Spike Jonze was not a long-form commercial, and it would not be marketed as such. It was a film, and ABSOLUT would not use the film to market the brand. Instead, ABSOLUT would use its brand to market the film. The creative community was first introduced to 'I’m Here' at Sundance International Film Festival. For the first time, a short film opened the festival. 'I’m Here' went on to be featured at film festivals in Berlin and Istanbul, and made its French debut at Paris Fashion Week. Globally, events were more than just screenings and product samplings. They were pop-up spaces, art galleries and creative happenings.

Describe the success of the promotion with both client and consumer including some quantifiable results
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.

Explain why the method of promotion was most relevant to the product or service
The events surrounding 'I’m Here' had to be relevant to two brand objectives: promotion of the product and support for our creative endeavor. But nothing about this initiative could be standard or traditional. The environment needed to be as creative and unexpected as the film and the brand itself. In executing these objectives, we were able to sample ABSOLUT while simultaneously building the film’s authentic artistic credibility and speaking to our creative class target.