Absolut Cubed – Sebastian Hallqvist

-> ROLE

Art Director & Designer

-> ABOUT

Branded Content

-> CLIENT

Absolut

-> CREDITS

IAM Production

BACKGROUND

Absolut Vodka, known for its artistic heritage, sought to enhance its educational films, which previously lacked conceptual depth. Despite Absolut's rich history of art and culture, its tutorials remained straightforward and uninspiring.

The in-house studio was tasked with redefining this aspect, our aim was to inject creativity into the educational content while aligning with Absolut's brand ethos. This project presented an opportunity to merge mixology education with artistic inspiration, thus bridging the gap between cocktail crafting and Absolut's legacy of innovation and creativity.

All of this needed to live within the constraints of social media, which meant it really needed break through the noise and pop out in peoples feed. Not a very easy task these days as we are bombarded with content 24/7, and people tend to doom-scroll their days in and out. We needed to create content of value, that made people want to interact with the brand and start mixing drinks, without feeling like a stiff "tutorial" or one of those old shopping channel demonstrations. We needed unexpectedness.

SOLUTION

We embarked on a collaborative journey with 42 carefully selected artists, each chosen for their vibrant and unique style, perfectly aligned with Absolut's brand values. Providing them with a blank wooden canvas, we tasked these visionaries with interpreting one Absolut drink each, allowing them to infuse their individuality into the project. The result was a collection of visually stunning artworks housed in 1:1 sized boxes (perfect for social media), each reflecting the essence of a specific drink. Absolut Cubed was the result.

We made a series of educational films with custom sound design to complement the visuals and enhance the overall viewing experience. Each film showcased one of the 42 creations, serving as both a tutorial on how to make the corresponding drink and a celebration of the artist's collaboration with Absolut. The culmination was a series of 42 meticulously curated films that captivated our target audience, resonating with Absolut enthusiasts worldwide and affirming the success of our innovative approach to educational content.

To extend the campaign we strategically invited a selected crowd to a brand activation event, the "Absolut Cubed" art exhibition, showcasing all the boxes in its entirety.

Absolut Cubed