The lead agency for Pernod Ricard China’s ABSOLUT Vodka brand has
launched an interactive campaign as a part of its global platform ‘A
Creative Visionary’. It began with the idea “it all starts with an
ABSOLUT BLANK.” The global campaign, originally created in
collaboration with TBWA\Chiat\Day New York, aims to encourage artists
and ABSOLUT fans to fill in the blank, make the ordinary exceptional
and the world more vibrant.
Challenging conventions through creative collaborations with visionary
artists Andy Warhol, Keith Haring, Damien Hirst, and most recently
Ellen von Unwerth and Spike Jonze, has always been a part of the rich
creative legacy of ABSOLUT. Now the brand continues this tradition
with a new generation of artists and leverages its iconic bottle shape
to serve as a catalyst for creativity.
It collaborated with rising Chinese visual artist Lu Xinjian and
musician/producer Lou Nanli (known as B6) to develop locally relevant,
creative images of ABSOLUT that would resonate well with Chinese
Lu Xinjian’s and B6’s creative works joined 19 additional original
works of art selected from ABSOLUT Art Collection in Shanghai. All the
artwork appeared at Longmen Art Projects
(http://longmenartprojects.com/) in Shanghai from July 14 to 31 as
part of the ‘ABSOLUT BLANK’ campaign created by TBWA.
Lu created a 3D installation by re-interpreting different elements
found on maps. He made his own visual definition of the city and
brought his ‘city DNA’ vision to life as a part of the ABSOLUT BLANK
space – a unique way of filling in the blank canvas of the city. Lu’s
installation is accompanied by the experimental music of B6 – sounds
recorded on the streets of Shanghai and incorporated into the artist’s
experimental ambient arrangement.
A number of ABSOLUT’s key opinion leaders were asked to ‘fill in the
blanks’ and create artwork using the ABSOLUT BLANK bottle as a canvas.
Contributors participated live at the gallery space or painted in the
privacy of their homes or studios with the process displayed live on
Douban via webcam: http://www.douban.com/minisite/absolut/.
The two-week exhibition also featured a number of workshops and
parties to engage the creative community and ABSOLUT fans in Shanghai.
For the ABSOLUT BLANK TV commercial, please visit: http://youtu.be/QqC0dvN7U3U
For the ABSOLUT BLANK ‘Behind the Scenes’ film, please visit: