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Showing posts with label new ABSOLUT campaign. Show all posts
Showing posts with label new ABSOLUT campaign. Show all posts

Absolut Redesigns Their Vodka Bottles To Communicate The Energy Behind The Flavors.




The Absolut Company has given many of their flavored range of vodkas a design overhaul. The re-designed bottles include Absolut Apeach, Absolut Pears, Absolut Raspberri, Absolut Vanilia, Absolut Mango, Absolut Ruby Red, Absolut Berri Açaí, Absolut Äpple, Absolut Cherrys, Absolut Gräpe, and Absolut Wild Tea. Last year, Absolut re-designed its classic flavours Absolut Peppar, Absolut Citron, Absolut Kurant and Absolut Mandrin.

Their press release does not mention re-designing the following flavored vodkas, some of which were just launched this year: Absolut Hibiskus, Absolut Cilantro, Absolut Orient Apple, Absolut Grapevine, Absolut Cherrykran whose present bottles are shown below:


The press release:
Absolut is proud to announce striking new designs for its entire range of flavoured vodkas. True to the brand’s creative heritage, the vibrant new designs bypass design conventions to artistically express the core essence of the flavours in the Absolut Vodka range.




“This is one of the most dramatic changes we’ve ever made, and our biggest and most transformative design project ever. Our goal was to give our customers distinctive designs that are unlike anything one has ever seen. Vibrant, captivating bottles that bring energy to any occasion and celebrate the fact that every flavour in the Absolut Vodka range is something extraordinary,” says Anna Kamjou, Global Design Director at Absolut. “The standard thinking says a fruit-flavoured vodka requires a picture of the fruit on the bottle. We wanted to break that convention. We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence -- and then amplify that essence through art.”



Bringing an artistic approach to the redesign of its flavour range makes sense for a company with deep roots in the art world. Since 1985, when the Absolut Vodka bottle appeared in the first art ad, Absolut has been making art part of its consumers’ experience. “Absolut has long challenged conventions through creativity,” says Kamjou. “This across-the-board redesign is another example of the brand’s originality and boldness.”








After interpreting each flavour’s core essence, the designers worked to bring these notions alive artistically. They followed a long tradition of Swedish design and craftsmanship, and brought a ‘by-hand’ aesthetic to the project. That is to say, they stepped away from their computers, took up paper, pens and brushes, and set out to communicate not a flavour per se, but the energy behind each flavour. With Absolut Apeach, for example, soft pastels and a light hand-drawn gesture were used to capture the fruit’s evanescent, sweet fragility and convey a sense of romance:






The design for Absolut Pears began with the fruit’s symbolic association with longevity and purity, and arrived at an abstract pear shape resembling the symbol for eternity:


For Absolut Raspberri, the emotion of love and passion is intensified through the abstract expressionist technique of throwing paint:



The same artistic process was repeated across the range.

“Already back in 1979 Absolut challenged the norm of what vodka should look like with an innovative – and today iconic – bottle design. Today we transform the design of flavoured vodka,” says Jonas Tåhlin, VP Global Marketing at The Absolut Company.”Our new bottles are modern, artistic and unlike anything else on the market. Put any one of them on the table, and it instantly becomes something to talk about.”

Credits:
Global Design Director: Anna Kamjou / The Absolut Company
Global Design Manager: Caroline Mörnås / The Absolut Company
Design Agency: The Brand Union
Creative Director: Mattias Lindstedt
Executive Strategy Director: Jonas Andersson

images courtesy of Absolut Company

Six Artists Introduce Us To Their Absolut Worlds By Doing Something Exceptional




Absolut Vodka, six artists and director Rupert Sanders (along with ad agency TBWA Chiat Day, NY) got together to each create a three dimensional world in which the Absolut Vodka brand philosophy that "Doing Things Differently Leads To Something Exceptional" is literally spelled out, one word at a time in different materials and environments. In this post are all of the behind the scenes videos as well as the finished art and anthem tv commercial.




above: The film was created by long-standing ad agency of record TBWA\Chiat\Day, directed by acclaimed director Rupert Sanders and designed by production designer James Chinlund.

from the press release:
“Anthem” is a both literal and symbolic manifestation of ABSOLUT VODKA’s belief that ‘Doing Things Differently Leads to Something Exceptional’. But it is the unexpected and poetic manner in which the message unfolds that makes this commercial unmistakably and wholly ABSOLUT. Every vignette in the film – each presenting one word of that anthemic statement – is a genuine artistic installation in and of itself.

“ABSOLUT has always chartered its own routes and done things differently to create a superior vodka and outstanding marketing. With ‘Anthem’ we want to put a stake in the ground and show the ambition of our future communication”, says Anna Malmhake, Global Brand Director at The Absolut Company. “This film gives an artistic nod to our deep creative roots, but more importantly, it delivers a significant promise for the future. ‘Anthem’ conveys our most fundamental brand belief and states that ABSOLUT has a long-term commitment to creativity.”

At six different locations a crew of artisans have created large-scale installations out of ice blocks, wheat, two thousand hanging ABSOLUT bottles, flying lanterns, gigantic balloons and a myriad of glass cylinders. Each installation forms a word and is crafted to tell its part of the ABSOLUT story – from the iconic shape of the bottle and the Swedish winter wheat distilled to the urban landscapes in which ABSOLUT VODKA is enjoyed.

Below are images of the installations (click to enlarge) that spell out each word of the sentence "‘Doing Things Differently Leads to Something Exceptional" and each is followed by a behind the scenes video of the creation. Please be patient for downloads and buffering.

DOING
Snow Sculptures:


The behind the scenes video:

THINGS
Two thousand glass Absolut bottles hanging in the woods:



The behind the scenes video:

DIFFERENTLY
Sculpted haystacks:

The behind the scenes video:

LEADS TO
Flying Lanterns:


The behind the scenes video:

SOMETHING
Gigantic Balloons:



The behind the scenes video:

EXCEPTIONAL
Distillery:


The behind the scenes video:


“Part of our ‘In An ABSOLUT World’ campaign, this spot continues our tradition of inviting the world’s premiere creative visionaries to share their visions of an ABSOLUT world, where doing things differently leads to something extraordinary”, Anna Malmhake said.

credits:
Brand: ABSOLUT VODKA
Title: Anthem

Creative Agency: TBWA\Chiat\Day New York
CCO/Art Director: Mark Figliulo
CD/Art Director: Rob Baird
ACD/Art Director: Kris Wixom
ACD/Copywriter: Alisa Wixom
ACD/Art Director: Hoj Jomehri
Art Director: Thiago Zanato
Executive Producer Media Arts: Matt Bijarchi
Producer: Ellen Fitzgerald

Production: MJZ
Director: Rupert Sanders
Executive Producer: Eric Stern
Executive Producer: David Zander
Producer: Laurie Boccaccio
DP: Greig Fraser
Production Designer: James Chinlund

Editorial: Spot Welders
Editor: Neil Smith
EP: Tommy Murov
Producer: Amanda Slamin
Assistant Editor: Marlo Nespeca

Visual Effects: Mass Market
Executive Producer: Christine Schneider
Producer: Luisa Murray
Lead Artist/Shoot Supervision: Thibault Debaveye
2D: Sarah Eim, Pilon Lectez, Eric Almeras, Melissa Huerta, Scott Baxter, Jeff Kim
3D: Clay Osmus, Kyle Cassidy

Color Correct: MPC – Motion Picture Company
Final Color: Mark Gethin

MIX: Audio Engine
Sound Engineer - Robert DiFondi

BEHIND THE SCENES FILMS:
Production Company: Interactive Arts
Videographer/Editor: Jordan Bloch


ABSOLUT VODKA homepage
Check out their Youtube channel here.

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