-> ROLE

Art Director

-> ABOUT

Product Launch Campaign

-> CLIENT

Absolut

-> CREDITS

Swim Club (Production)
Matilda Beckman (Set Design)

BACKGROUND

Absolut was about to launch a new limited edition flavor called Passionfruit, tapping into the latest flavor trends in key markets such as the UK. The task was to develop irresistible communication to support the launch of Absolut Passionfruit, focusing on a key visual and a set of vibrant assets (stills, films & gifs) playing on the very playful and energizing tones of the products with obvious summer cues.

It was stressed that it needed to look & feel vibrant, with summer cues and push for creative ways to capture the true spirit of the bottle and the fruit. While also staying as close to passion fruit as possible.

SOLUTION

Symbolically the passion fruit can represent ideas of passion, desire and intense emotions. It also has its link back to the Bible and Jesus being crucified, but let's not delve into that part.

We wanted to create a visual world that conceptually represented the Garden of Eden, the paradise or the promised land if you will. A place were summer never ends, filled with irresistible energy, passion and a desire to taste the forbidden fruit. Because did you know that in the Bible it was never explicitly described what the forbidden fruit was that Eva & Adam eat from the "tree of the knowledge of good and evil". We can only assume it was the Passionfruit. All in all a very fruitful (pun intended) launch campaign, and I think we succeeded in making it vibrant.

Absolut Passionfruit

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