IN AN ABSOLUT WORLD, WOULD MACHINES BE CREATIVE?

Following the work ABSOLUT has been doing within the spheres of art, fashion and music, the brand this time decided to explore the interaction between art and cutting edge technology.

To explore what it would be like if machines were creative just like us, ABSOLUT invited Dan Paluska and Jeff Lieberman of prestigious science and technology institute MIT, and Swedish design and engineering team 'Teenage Engineering' to create one creative machine each, under the title of ABSOLUT MACHINES.

For the first time ever, website visitors were invited to interact with the machines, physically situated in gallery spaces in Stockholm and New York, live right from their web browsers.

Since the campaign is targeted to a niche audience, "Trendsetters", the focus has been to influence the influencers. The roll-out has been divided into two phases. The first phase was to spark the interest among the influencers through editorial partnerships both online and offline in niche media with exclusive campaign material. The second phase was to transfer the credibility among the influencers to a broader public through more mainstream media with interactive banner ads.