Absolut’s challenge was to engage and entertain a new generation of millennial drinkers who had forgotten about the brand.

Absolut practically invented the artist collaboration, but in 2013 faced a new reality. The launch of the new global brand platform - Transform Today – marked a moment to open up these collaborations to the most connected generation in history; millennials who believe, rightly, that the future is for them to create and the brands that welcome them behind the curtain are worth their time, money and respect.

Our strategy was to develop artist collaborations that opened up the creative process so a global audience could participate and explore their own creativity.

#NextFrame is Absolut’s first collaborative project with Brazilian graphic novel creator Rafael Grampá. A crowd-sourced animated film project which invited Grampá’s social audience and Absolut’s five million social fans to help co-create the story and transform their ideas into film.

During a live interactive three-week period on Facebook, Rafael asked for inspiration and

thousands of people submitted their ideas. The team worked around the clock to incorporate fans’ ideas into the film. This was the first time Grampá’s distinctive style had been transformed into 3D. The challenge not only lay in remaining true Grampá 's intricate designs, but also in unconventionally blending interplaying 2D and 3D animations in a seamless fashion. The final animated film is a mixed media mash-up, comprised of traditional 2D hand-drawn animation, 3D animation, digital matte paintings and blended CGI effects.

Absolut’s global Transform Today campaign generated 11.9 million views and the branded content films documenting the artists’ personal stories of transformation attracted over 1 million views.

Absolut’s campaign didn’t just engage people; it moved and inspired them.

The audience once again began reaching for Absolut. Within weeks of the campaign launching, Absolut recorded a 4% increase in use, a significant increase in brand preference and perception that Absolut is an inspiring brand.

Most powerfully, among its new generation of fans, Absolut was seen as a brand that inspired them to express themselves.