Absolut: THE UNIQUE POSTERS

Credits & Description:

Advertiser: PERNOD RICARD DEUTSCHLAND
Agency: TBWA\GERMANY
Category: Alcoholic Drinks
Advertising campaign: THE UNIQUE POSTERS
Creative Director: TBWA Berlin (TBWA Berlin)
Outcome
Our posters turned the grey walls of the trendy Mitte district into an gallery curated by ABSOLUT, showcasing the brand‘s commitment to art and upcoming artists in local Berlin style. We also launched a range of UNIQUE posters on Facebook, with the German ABSOLUT community responding greatly to it. Not only did the series exceed the average response rate on Facebook by 200%. People enthusiastically scrolled through the album and enjoyed it so much they even wished to print the posters - adding an ABSOLUT UNIQUE touch to their homes.
Client Brief Or Objective
ABSOLUT has famously collaborated with the global art community to design its limited edition bottles. However, the latest edition raised the bar by turning ABSOLUT into the artist itself: ABSOLUT UNIQUE. An innovative change in the production facilitated the creation of 4,000,000 one-of-a-kind bottles, each labeled with its own number. In our minds, this unparalleled effort deserved an equally cutting-edge local activation! We strove to enthuse fans for the innovative,creative spirit of ABSOLUT UNIQUE: starting with the hip, urban crowd at the forefront of happenings, spreading it to the ABSOLUT like-minded throughoutGermany.
Implementation
To enthuse ABSOLUT‘s demanding target audience, we found inspiration in the unprecedented production process:With the splash guns and color-generating machines it felt just like street art! So why not adopt the same technique and bring it to the capital of street art: the streets of Berlin? Let‘s transform the UNIQUE bottle into UNIQUE outdoor street art!We invited international artists residing in Berlin to individually interpret and adapt the edition in the form of an outdoor poster. A numbered ABSOLUT VODKAsticker was placed on each piece of art to create a look resembling the bottle.
Relevancy
ABSOLUT is about creative transformation turning the ordinary into the extraordinary. No other spirits brand has earned equal credentials in arts and the up-and-coming. The UNIQUE edition, transforming every bottle into a one-of-a-kind, was the proof point for ABSOLUT to not only foster the creative-minded but be an innovator itself. But could UNIQUE not be bigger than UNIQUE bottles only? We took chance by making the UNIQUE connection of ABSOLUT‘s production effort with „our“ Berlin: street art. The one-of-a-kind outdoor activation would not have been credibly possible at any other place or for any other brand!