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If you look up the way Absolut works with artists, you will realize that actually this history of collaborations goes a long time back: Warhol, Louise Bourgeois and Damien Hirst. In the last years we must mention names such as Spike Jonze, Ellen von Unwerth and Swedish House Mafia. Why? Because Absolut wants to create connections through art.
We’re talking about a new global campaign, Transform Today, which has in its center 4 international artists: Woodkid (artist, musician), Rafael Grampá (comic book artist), Aaron Koblin (digital media artist) and Yiqing Yin (sculptural couturier).
photo multivu.com
photo justluxe.com
Absolut is high class, yet approachable. Their ads have a touch of freshness, which is so good, since the audience has had enough of the “drink this” kind of advertising. Now the brand encouranges transformation and courage – if you will watch each story of the four artists, there is one common point to all, and that is the guts to follow a dream. Working for others is good in the beginning, but artists feel the need to really do their own projects. And it all starts today.
For Absolut it’s already a tradition to have the best commercials and to win more and more creative people on their side. How do they do it? It’s about the respect they show tradition but, at the same time, they show interest towards what’s on today in the arts.
These artists have a history of either pushing their limits, or pushing the limits of the domains they are active in. The campaign comes at a perfect moment for the brand: since Absolut is also more that just a beverage.
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