Social and Influencer > Craft

ABSOLUT NEXTFRAME

SID LEE, Amsterdam / ABSOLUT VODKA / 2014

Awards:

Shortlisted Cannes Lions
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Case Film
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Overview

Credits

Overview

Execution

During a live interactive three-week period on Facebook, Rafael asked for inspiration and thousands of people submitted their ideas and original artwork. Fans could influence the action, design characters, choreograph moves - even design the lead character’s tattoo.

Rafael responded to fans in real time, which encouraged them to stay engaged throughout the process. Rafael’s team worked around the clock to incorporate fans’ ideas into the film.

The final crowd-sourced animation takes us on a journey of discovery. With a narrative inspired by thousands of social fans, it’s strangely apt for a tale about stolen ideas.

Outcome

The final animated film was premiered to specialist bloggers and journalists at a creative gallery in Berlin and then released to the public online.

The film quickly generated over 25 million impressions and within a week had picked up a

Vimeo Staff Pick badge of honour. With over 500k views in the first week alone, the film

received hundreds of glowing reviews and had fans demanding that it be turned into a

series and asking when episode 2 was going to be released.

This collaborative animated film has introduced a whole new creative generation to the

Absolut brand.

Strategy

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 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.

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