Spikes Asia

SUSTAINABILITY IT'S IN OUR SPIRIT BY ABSOLUT

JUST IN CASE BANGKOK / PERNOD RICARD / 2023

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

How can ABSOLUT connect with the new generation by leveraging our passion for sustainability

1)Alcohol advertising is forbidden in Thailand

2)The new generation have never seen the cool classic ABSOLUT bottle advertising from yesteryear?

3)We know that, globally, the new generation have their eye on the environment. 4) But,to Thais, sustainability takes a lot of work, and it’s not fun to act sustainably everyday

5) ABSOLUT wants to change the minds of the new generation and convince them that sustainability can be fun

6) We made sustainability fun for the new generation through their key passion points, i.e. music; art; drinks; style

7) We built brand awareness amongst the new generation and created talk, PR and social buzz in cool communities that began to take photos and share these new cool & fun examples of sustainability. ABSOLUT is now the brand to get new Thais to ask who would

Idea

“Sustainability It’s In Our Spirit”

We found what they love (i.e. the new gen’s key passion points) and made them sustainable and fun.

MUSIC

We collaborated with a renown visualizer, Kob Kor.Bor.Wor., and helped reframe noise pollution by finding key noisy areas in the city and recording the noise and turning them into beautiful visuals and sound that absorbed the noise.

ART

We collaborated with the bioplastic inventor and made party gears from recycled materials and bioplastics.

DRINK

We made natural fertilizer in the form of chocolate bars for teenagers; and encouraged them to mix beverages using ingredients from their own organic urban gardens.

STYLE

We collaborate with KH EDITION and create a virtual wardrobe collection through an IG Filter to allow teenagers to be able to change new clothes every day without having to buy new clothes.

Strategy

We made sustainability fun (for the new generation) through their key passion points.

We tried to find out what they love (i.e. the new gen’s key passion points) and made them sustainable and fun.

Execution

We made sustainability fun for the new generation through their key passion points.

MUSIC

We collaborated with a renown visualizer, Kob Kor.Bor.Wor., and helped reframe noise pollution by finding key noisy areas in the city and recording the noise and turning them into beautiful visuals and sounds (playlists) that absorbed the noise.

ART

We collaborated with the bioplastic inventor and made party gears from recycled materials and bioplastics.

DRINK

We made natural fertilizer in the form of chocolate bars for teenagers; and encouraged them to mix beverages using ingredients from their own organic urban gardens.

STYLE

We collaborate with KH EDITION and create a virtual wardrobe collection through an IG Filter to allow teenagers to be able to change new clothes every day without having to buy new clothes.

Outcome

We built brand awareness amongst the new generation and created talk, PR and social buzz in cool communities that began to take photos and share these new cool & fun examples of sustainability. ABSOLUT is now the brand to get new Thais to ask… who would have thought sustainability could be this fun?!

Similar Campaigns

12 items

Pepsi Retro Studio

DDB ROMANIA, Bucharest

Pepsi Retro Studio

2021, PEPSI

(opens in a new tab)