Cannes Lions

Love Comes In Every Flavor

VMLY&R, New York / ABSOLUT VODKA / 2022

Digital Proof JPG
Digital Proof JPG
Digital Proof JPG

Overview

Entries

Credits

Overview

Background

Absolut Vodka is an iconic brand built on championing all forms of identity and love. To continue upholding this legacy in an age of diversity, we brought back the brand’s iconic bottle silhouette campaign from the 1980s and ’90s and infused it with a powerful message of modern love for a modern time.

Idea

Launching on Valentine’s Day, a holiday where many nontraditional relationships go unrepresented, this new Absolut silhouette design emphasized that it is in our spirit to love freely and openly every day of the year. Absolut crafted a one-of-a-kind silhouette that was then hand-painted by Vancouver-based muralist Andrea Wan that encompasses love in all its wacky, wild and wonderful forms. Within the bottle are 12 unique relationships that span identities, genders, ages, races and sexualities. Inspired by 21st-century forms of love, we incorporated relationships that are increasingly prevalent today — including illustrations of a couple connecting virtually and a character on a journey of self-love. The roots and leaves that make up the background create an additional layer of concept, emphasizing the pure nature of love in all its forms, as the figures naturally meld into their environment.

Execution

As a spirits brand that champions the ideals of community and inclusivity - we saw the opportunity to create a project that would very publicly and proudly show acceptance for the marginalized and underrepresented. The resulting Love Silhouette did just that, combining Absolut’s artistic heritage with its legacy of supporting diversity in all forms. We partnered with an equally iconic venue to launch the work: the LGBTQ bar, The Drink, in Toronto, Canada. Hosting nightly drag shows, and serving up an array of cocktails, The Drink represents not only acceptance, but the celebration of queer culture - providing a safe space for members of the LGBTQ+ community to gather with other like-minded individuals. With two Love Silhouette posters donning the walls, patrons saw the intersection of art, love, and acceptance materialized, positioning Absolut at the center of all three sentiments, and allowing the brand to become a small part of the colorful tapestry that is authentic queer culture.

Outcome

You can’t put a number on love. Brand awareness, brand recognition and brand affinity rose an incalculable amount.

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