Absolut Moments – Sebastian Hallqvist

-> ROLE

Art Director & Designer

-> ABOUT

Always-on Content

-> CLIENT

Absolut

-> CREDITS

IAM Production

BACKGROUND

Absolut Vodka has a rich artistic background and heritage deeply ingrained in its marketing strategy. In the 1980s, Absolut launched its iconic advertising campaign featuring the distinctive bottle silhouette as a canvas for various artists' interpretations (in the likes of Andy Warhol, Keith Haring, and many others). Different times with different budgets indeed. This campaign marked a significant departure from traditional alcohol advertising and helped establish Absolut as a symbol of creativity and sophistication.

Over the years Absolut lost connection to the iconic brand signifier, the bottle silhouette. We were tasked with bringing it back to boost brand recognition in digital channels and primarily to a younger hip audience.

SOLUTION

We approached the brief by thinking from the target audience perspective. If you're not visible you don't exist. We needed a long term social media solution and something to anchor the ideas to.

Say hi to Absolut Moments. A always-on social media brand awareness strategy based around celebrating special moments in life, ranging from cultural moments to holidays and everything in between worth highlighting. Much like those 80's adverts but taken further. Close to 100 ideas made for interactivity and tactical use by always driving engagement back to our massive repertoar of drink recipes. I personally want to thank Andy, Keith & Basquiat for giving us the inspiration.

Now, may I ask for a Moment of Absolut — Cheers.

Absolut Moments

Everything starts with a rough idea, even so the sketches...