Challenging conventions through creative collaborations with visionary artists such as 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. This is the ABSOLUT BLANK campaign. “In ABSOLUT BLANK, ABSOLUT is using its power, and it’s marketing cachet to not only say that they believe in creativity – but to facilitate it. And then they are putting it out there in the world, for everyone to see” said Sue Anderson, Creative Director at TBWA\Chiat\Day, New York. “We gave some of the most exciting artists there are right now an ABSOLUT BLANK canvas and said, “Fill it in as you please.” Each artist received a canvas shaped as the iconic ABSOLUT bottle. And complete freedom to be as creative as they wanted.” The 20 artists participating in ABSOLUT BLANK represent a variety of creative disciplines from across the globe; from drawing, painting and sculpture to filmmaking and digital art. Among the artworks are UVA’s high intensity, bright and striking light installations, Mario Wagner’s attention-grabbing collage imagery, the colourful and playful graphic design of Aesthetic Apparatus, the bold paintings of Kinsey and the detailed mural work of Good Wives and Warriors. “When we met the artists, we told them how ABSOLUT sees the world, how we approach art and how strongly we believe in creativity and creative collaborations. We discussed our brand values, our creative history and the future of our brand,” says Mark Hamilton, Global Marketing Director at The Absolut Company. “With ABSOLUT BLANK, we want to contribute to a global creative movement. The result depicts how artists and creativity are inspired through ABSOLUT, ultimately making the world even more vibrant and exceptional. It All Starts With an ABSOLUT BLANK.” ABSOLUT BLANK will be launched in several countries and going live in the UK on July 13th, supported by TVC, Print, OOH, Digital and Experiential. ABSOLUT BLANK has been created by ABSOLUT in collaboration with TBWA\Chiat\Day, New York.
TBWA\CHIAT\DAY CCO: Mark Figliulo CD/Writer: Sue Anderson ACD/Art Director: Hoj Jomehri Dir. Art Production: Teresa Rad Exec Producer: Robert Valdes Sr. Producer: Darryl Hagans Asst. Producer: Ellen Fitzgerald PRODUCTION Production Company: Believe Media Director: Floria Sigismondi Exec Prod: Liz Silver Line Producer: William Sloss DP: Simon Chaudoir Photographer : Felipe Robelo Retouching / Post Production : E-Graphics Art Materials and Logistics : Alarming Industries EDITING Editing - Lost Planet Editor: Hank Corwin Exec Prod: Krystn Wagenberg VFX VFX: MPC EP: Justin Brukman Producer: Louisa Cartwright MUSIC Music: Octopus Project BEHIND THE SCENES VIDEO: Director: Kief Davidson Production Company: Believe Media Editors: Kief Davidson, Lauren Giordano Assistant Editor: Gabriel Chavez Editorial Company: E-Graphics