Absolut has a long history in collaborating with the world’s top artists like Andy Warhol, Louise Bourgeois and Damien Hirst. Now the sprit maker is looking to push the boundaries of contemporary culture.
Working with creative agency Sid Lee, Absolut has invited four international artists to roll out a global brand campaign “Transform Today”, aiming to strengthen its efforts to connect global audiences through the common language of art.
“For 30 years – ever since our first art ad was created by Andy Warhol — globally renowned artists have made amazing works inspired by our iconic bottle. Now, we are transforming the way we collaborate with artists,” said Jonas Tahlin, VP global marketing at Absolut.
The campaign launched globally on absolut.com, featuring artist profiles with intimate videos about what inspires them and the aim of their art.
In November, the four artists will open up their creative processes for global audiences both online and in real life. More interactive events will also come up via a variety of media, aiming to offer opportunities for participants to explore their creative potential.
A challenge will also be launched for fans to submit their creative projects that best represents how they would “Transform Today.”
“Transform Today is a call to arms – a rallying cry for a generation of creativity to break free from the idea that anything is predetermined and to take control of their future. The brand ethos manifests our belief that tomorrow is not a given, it’s for everyone to create,” said Tahlin.
The new ethos was initially introduced in the US during preview events “Open Canvas”, where entire streets were transformed into local artist showcases. Audiences can picture upcoming phases of the campaign based on the demonstration in the events.
“We always tap into the transformative power of art, but we’re looking for a way to do things differently and with higher ambitions. With Transform Today, we’ll take a more active part in stimulating transformation and pushing the cultural scene forward,” he added.
Four collaborating artists include French multiartist and musician Woodkid, American digital media artist Aaron Koblin, French Haute Couture designer Yiqing Yin, and Brazilian graphic novel artist Rafael Grampá.