THIRTY DAYS NY. by TBWA\Chiat\Day Los Angeles for Absolut

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THIRTY DAYS NY.

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Industry Vodka
Media Promo & PR
Market United States
Agency TBWA\Chiat\Day Los Angeles
Producer Ellen Fitzgerald
Released April 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: TBWA\CHIAT\DAY
Date of First Appearance: Apr 8 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Entry URL: http://thirtydaysny.com/
Chairman & Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day - New York)
Executive Producer of Media Arts: Matt Bijarchi (TBWA\Chiat\Day - New York)
Associate Creative Director (Art): Hoj Jomehri (TBWA\Chiat\Day - New York)
Associate Creative Director (Art/Copy): Thiago Zanato (TBWA\Chiat\Day - New York)
Communications Director: Jeremy Miller (TBWA\Chiat\Day - New York)
Planning Director: Sarah Watson (TBWA\Chiat\Day - New York)
Group Account Director: Colby Webb (TBWA\Chiat\Day - New York)
Management Supervisor: Steven Panariello (TBWA\Chiat\Day - New York)
Assistant Account Executive: Nadia Malik (TBWA\Chiat\Day - New York)
Account Executive: Alex Maikowski (TBWA\Chiat\Day - New York)
Experiential Producer: Stacey Higgins
Digital Producer: Joshua Morse (TBWA\Chiat\Day - New York)
Creative Technology Director: Chris Kief (TBWA\Chiat\Day - New York)
Producer: Ellen FItzgerald (TBWA\Chiat\Day - New York)
Project Manager: Katia Billings (TBWA\Chiat\Day - New York)
Web Content Curator & Creator: Dallas Clayton
70 Franklin Curator: Sammy Harkham (Family Bookstore - Los Angeles)
70 Franklin Curator: David Kramer (Family Bookstore - Los Angeles)
Media placement: Event Poster - OOH In NYC - 1 April 2010
Media placement: Teaser Video - Online - 6 April 2010
Media placement: Event Space - TriBeCa, NYC - 7 April 2010
Media placement: Thirtydaysny.com Website - Online - 5 April 2010

Describe the objective of the promotion.
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. The innovation had become the convention. ABSOLUT needed to rethink creativity, and redefine the way brands and artists collaborate. Thirty Days NY is a new expression of what it means to collaborate creatively – one which embodies the brand, but acts as an enabler for creativity, not merely a sponsor of it.

Describe how the promotion developed from concept to implementation
Thirty Days NY was a natural evolution of the collaborative project undertaken by the brand earlier this year – 'I’m Here', a 30-minute film by Spike Jonze. It is a pop-up space, which acts as a 'canvas' for the creative process – a living, breathing 'artist’s loft.' Events from the worlds of music, art, comedy and literature are taking place daily (and nightly) to illustrate the brand’s devotion to creativity. The story is not only told in the space – but also online, where editorial and video content bring Thirty Days NY to life for a larger audience at www.thirtydaysny.com.

Describe the success of the promotion with both client and consumer including some quantifiable results
Within two days of launch, the website earned 10,000 views. The press from the opening week garnered over 2.8 million press impressions, and included coverage from destinations relevant to our creative class target – such as Fader Magazine, Creativity, Coolhunting.com and Interview.

Explain why the method of promotion was most relevant to the product or service
Thirty Days NY provides a space where the brand can be experienced – as both a product and as a communications platform. It allows for the vodka to be tasted and sampled – all while the brand’s creative platform is being seen, heard and felt.