Absolut has launched “It’s In Our Spirit,” a global campaign, that looks forward to a time when being #togetherIRL is safe again and aims to remind Gen Z and millennials that nothing, even our beloved screens, can replace real human connections.
The Absolut global campaign, created by BBH Singapore, features American actress Tessa Thompson, American actress, British musician MNEK, online gamer Ricki Ortiz, and Taiwanese singer Jolin Tsai.
The multimedia campaign features a large amount of social and online content, including a two-minute film that mixes animation with live-action. The story follows the four protagonists who are masters of their own virtual worlds, looking for something more meaningful outside. They decide to break out from virtuality as nothing can make up for real-life human connection.
“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 back into the real world, where real-life togetherness creates the ultimate and most intimate connectivity – is in all of us now, but especially in Gen Z. With its strikingly fresh and original visual look and the ‘It’s In Our Spirit’ theme, BBH Singapore’s work positions the Absolut brand as being truly at one with the times,” said Tad Greenough, Chief Creative Officer at The Absolut Company.
The film was created by Grand-Prix winning animation duo and partners at Psyop, Todd and Kylie. BBH also worked with Stink and The Marketing Arm on the campaign who were instrumental in procuring and contracting all of the talent, as well as licensing the music track for the film – Dreams Today by Efterklang, a Danish band.
“Absolut is a bold creative brand. With a long and proud heritage of working with some of the world’s best artists, creativity is central to who we are and what we do. This is why creative innovation, craft and the fine balancing act needed to bring great ideas to life in the most powerful way were key priorities for us.” said Sina Neubrandt, Head of Brand Creative. “Managing such a complex production remotely across multiple time zones was challenging, but we are all very proud of the finished product.”
The campaign kicks off this week with a staggered launch across the UK, China, Germany, Italy, Spain, Sweden, Ireland, Netherlands, Romania, Thailand, Morocco, Serbia, Hong Kong and South Africa. Next year, the campaign will roll out to Brazil, Mexico, South Korea, the Persian Gulf, SSA, Chile, Greece, Croatia, Latvia and Colombia.
“Having grown up with Absolut posters on our bedroom walls, the opportunity to relaunch this iconic brand is a dream come true. The new platform of #togetherIRL feels highly relatable with a hyper-connected, yet disconnected Gen Z. And in times like these, it makes us truly appreciate the importance of simple things, like sharing a drink with a friend,” said BBH Creative Directors Nikhil Panjwani & Gaston Soto
The Absolut Company
VP Marketing: Charl Bassil
Chief Creative Officer: Tad Greenough
Head of Brand Creative: Sina Neubrandt
Marketing Manager: Filip Kiisk
Senior Brand Manager: Ylva Lundberg
Brand Managers: Maxime Henain, Oscar Danielsson, Hedda Helgesen
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