Titanium > Titanium and Integrated
ABSOLUT SPIKE
TBWA\CHIAT\DAY, New York / PERNOD RICARD / 2010
Awards:
Overview
Credits
Overview
CampaignDescription
With Andy Warhol’s iconic interpretation of the ABSOLUT bottle, ABSOLUT introduced the world to modern creative collaboration between artist and brand. Through exclusive back cover print placements; direct mail in the form of 3 dimensional gifts; and the complete outdoor domination of the city of Las Vegas ABSOLUT also became synonymous with premiere and pioneering media. ABSOLUT had created a model – but over time, other brands began to follow.
They needed to find a new way to speak to their creatively-minded target, by rethinking media and content. ABSOLUT needed to return to what made the brand famous.
Our first collaboration was with visionary filmmaker Spike Jonze. Our objective was to create a legitimate film, not an advertisement, that would push the definition of “branded content.” We knew it would be critical to apply an unconventional, integrated media approach, a Hollywood film release strategy, to accomplish this.
Effectiveness
The film’s launch at Sundance generated 17,319,573 branded press impressions. Cinematical.com reported “The most buzzed about right out of the gate was Spike Jonze’s I’m Here.” The subsequent global screenings attracted over 10,000 live viewers. When the trailers launched, another 6,404,955 impressions were earned. Finally, when the full film debuted online to limited audiences, another 36,744,854 impressions were generated. The site itself experienced 900,000 visitors in the first two weeks.
Ultimately, the brand succeeded in reclaiming its creative platform, and paved the way for additional visionary collaborations to come.
Implementation
“I’m Here” was a touching short film that told the story of ABSOLUT’s brand philosophy – how creativity can transform our world.
In support of our film promotion strategy, trailers debuted online to generate buzz. Guerilla stickers and film posters were showcased as painted walls and wild postings. Songs from the film were released on iTunes and online. The film was entered into Sundance, and received the honor of opening the festival – a first for a short. It was also screened on Canal+ the French premium television channel, at the Berlin and Istanbul Film Festivals and at Paris Fashion week.ABSOLUT also created media by launching film screenings in 10 countries for thousands of global viewers. A multimedia collectors edition was published to capture the collaboration and promote the film through a book/CD/DVD release. A virtual “cinema” was also revealed – allowing an even wider audience to experience the film.
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