London, 1st May 2012 – ABSOLUT, the UK's number one premium vodka, is stepping up its ABSOLUT LONDON campaign today with the launch of a new dedicated microsite created by London-based creative agency Holler. The site – The ABSOLUT Spirit of London (http://www.absolutlondon.co.uk/) - will run for three months, expanding the brand's digital presence and developing existing collaboration with leading graphics artist Jamie Hewlett. An interactive gaming experience, hosted by the site, allows users to visit and explore the different eras and inspiration behind four of Jamie Hewlett's unique character creations on the ABSOLUT LONDON limited edition bottle; Ernest Scrubbs (Dickensian), Suzie Q (60s Chick), Perry Lloyd (SKA) and Karl Bugle (80s Casual). All backgrounds and challenge elements are drawn by the artist himself. Users can complete challenges in each of the characters' areas to unlock exclusive prizes, including original ABSOLUT LONDON artwork, signed by Hewlett. Different objects in each scene will also deliver facts and information from each of the different eras, provided by historian Stephen Armstrong who researched each period in-depth. Cass Browne created the scenarios and backstories for each character. The launch follows the success of Holler's recent Instagram competition for the brand, which saw Facebook fans entering images that best capture London for the chance of winning a bottle of ABSOLUT LONDON. Holler also ran an f-commerce campaign in which fans could buy one of 50 limited edition bottles, with proceeds going to Teenage Cancer Trust, all of which sold out in 22 seconds.
Holler Strategy Director – Paolo Nieddu Executive Creative Director – Will Pyne Art Director – Barry Markham Project Manager – Allan Winfield Pernod Ricard Marketing Manager – Adam Boita Senior Brand Manager – Joanna Steel ABSOLUT Spirit of London Researcher – Stephen Armstrong Artist – Jamie Hewlett Illustrator – Zombie Studios Copywriter – Cass Browne