Post by account_disabled on Jan 8, 2024 3:58:33 GMT -5
Absolut wants to send a clear message to the younger generations (centennials and millennials): no matter how popular you are online, nothing can replace real human connections . In this way, the Absolut Vodka company presents its new global campaign , together with its 'It's in our spirit' platform, where it highlights the desire to be together again safely with a clear hashtag: #togetherIRL . The ambitious project, created by BBH Singapore, features four talents from diverse backgrounds who champion freedom and honesty: Tessa Thompson , American actress, MNEK , British musician, Ricki Ortiz , online gaming star, and Jolin Tsai , Taiwanese singer. . «This new campaign marks the beginning of a new chapter for the Absolut brand . "The desire and need to break free, to venture beyond the screen and return to the real world, where real-life coming together creates the ultimate, most intimate connectivity: it's in all of us now, but especially in Generation Z," said Tad Greenough, creative director of The Absolut Company.
Absolut's message is developed through a story with 4 protagonists who are masters of their own virtual worlds, looking for something more meaningful outside of there. So they decide to leave virtuality, because Email Data no matter how many followers or hearts (likes) you collect, nothing can compensate for the union of real life . «Creativity is fundamental for Absolut» «Absolut is a bold creative brand. With a long and proud heritage of working with some of the world's best artists, creativity is fundamental to who we are and what we do. This is why creative innovation, craftsmanship and the delicate balancing act required to bring big ideas to life in the most powerful way were key priorities for us,” said Sina Neubrandt, Director of Brand Creative. “Manage such a complex production remotely on multiple occasions. Zones was a challenge, but we are all very proud of the finished product.” The film was brought to life through the inspiring vision of Grand Prize-winning animation duo and Psyop partners Todd and Kylie.
BBH also worked with Stink and The Marketing Arm (TMA) on the campaign, who were instrumental in acquiring and hiring all the talent, as well as licensing the film's music track: Dreams Today by Efterklang, a Danish band. The campaign begins this week with a staggered launch in the United Kingdom, China, Germany, Italy, Spain, Sweden, Ireland, Netherlands, Romania, Thailand, Morocco, Serbia, Hong Kong and South Africa. Next year, the campaign will extend to Brazil, Mexico, South Korea, the Persian Gulf, SSA, Chile, Greece, Croatia, Latvia and Colombia. The creative directors of BBH, Nikhil Panjwani & Gaston Soto, wanted to point out that “having grown up with Absolut posters on the walls of our rooms, the opportunity to relaunch this iconic brand is a dream come true. #togetherIRL's new platform feels very relatable to a hyper-connected but disconnected Generation Z. "And in times like these, it makes us really appreciate the importance of simple things, like sharing a drink with a friend."
Absolut's message is developed through a story with 4 protagonists who are masters of their own virtual worlds, looking for something more meaningful outside of there. So they decide to leave virtuality, because Email Data no matter how many followers or hearts (likes) you collect, nothing can compensate for the union of real life . «Creativity is fundamental for Absolut» «Absolut is a bold creative brand. With a long and proud heritage of working with some of the world's best artists, creativity is fundamental to who we are and what we do. This is why creative innovation, craftsmanship and the delicate balancing act required to bring big ideas to life in the most powerful way were key priorities for us,” said Sina Neubrandt, Director of Brand Creative. “Manage such a complex production remotely on multiple occasions. Zones was a challenge, but we are all very proud of the finished product.” The film was brought to life through the inspiring vision of Grand Prize-winning animation duo and Psyop partners Todd and Kylie.
BBH also worked with Stink and The Marketing Arm (TMA) on the campaign, who were instrumental in acquiring and hiring all the talent, as well as licensing the film's music track: Dreams Today by Efterklang, a Danish band. The campaign begins this week with a staggered launch in the United Kingdom, China, Germany, Italy, Spain, Sweden, Ireland, Netherlands, Romania, Thailand, Morocco, Serbia, Hong Kong and South Africa. Next year, the campaign will extend to Brazil, Mexico, South Korea, the Persian Gulf, SSA, Chile, Greece, Croatia, Latvia and Colombia. The creative directors of BBH, Nikhil Panjwani & Gaston Soto, wanted to point out that “having grown up with Absolut posters on the walls of our rooms, the opportunity to relaunch this iconic brand is a dream come true. #togetherIRL's new platform feels very relatable to a hyper-connected but disconnected Generation Z. "And in times like these, it makes us really appreciate the importance of simple things, like sharing a drink with a friend."