In December 2012, Absolut announced that Sid Lee, “will lead the development of creative work across advertising, branded content, digital and a significant body of experiential work”.
At the time, incumbent agency of 30 years, TBWA (Mostly, TBWA\Chiat\Day was to “continue to handle a considerable amount of the brand’s advertising”. But that’s not what happened.
Absolut embraced its inner arty. And Sid Lee got to Transform Today, or as Absolut puts it, continue the brand’s history of “pushing the boundaries of contemporary culture”. Through Sid Lee, Absolut began a global series of experiences, in which artists “inspire audiences to reimagine nightlife through the power of creativity”.
So in September 2013, French artist, director and musician Woodkid, American digital media artist Aaron Koblin, fashion designer Yiqing Yin and Brazilian graphic novel artists Rafael Grampa featured in the agency’s first TV work, which was accompanied by online and print ads.
Four back-stories presented each artist’s view of transformation online and the four artists took part in a series of interactive events. Absolut also hosted a challenge that asked fans to submit their creative projects that best represents how they would “transform today”.
Apparently, Absolut has been ‘collaborating with artists’ since its first art ad was designed by Andy Warhol. It certainly is now.
Transform Today videos emerged over the next year. The two most notable (most aggressively promoted) ones are from Munich and Argentina. The videos are the showpieces produced while Absolut was pushing the boundaries of contemporary culture.
In Argentina, Absolut hosted a 24 hour performance by eight artists in May. In the “first interdisciplinary chain of transformation,” each artist interpreted the previous one’s creation in a different medium, beginning with the transformation of the Absolut Vodka bottle’s typography into fashion photography – then into urban art, illustration, literature, music. Some appropriately arty (read: arcane) questions were posed, like “Dress be read?” and “Can a photo be sung?” Presumably each transformation was an answer.
The performance, by innovation shop +Castro, was held in a Buenos Aires studio that was open to the public. It began at midnight and ended at 11:59 pm. An audience was invited to watch the process through local media, social networks, art schools and cultural centers. An after party was held for 2,000 guests including other artists and celebrities.
In Munich, seven local artists collectively called Gold Lip used their creativity in a secret location over 72 hours in July, to transform a vacant villa into 1. an artwork and 2. a place to experience exceptional nightlife.
The idea was that “creativity is everywhere, it might even be hidden away in the neighbourhood”. The transformation of the villa concluded with a party there on July 19. Local DJs provided the atmosphere and some of Munich’s best bartenders created Absolut Munich drinks with regional ingredients and fillers.
Afterwards, the artwork was demolished so that all that remains are memories, pictures and movies.
The artists were multimedia artist, Ewald Wildtraut; Sebastian Wandl and Matthias Mross from the artist collective Haus75; video installation artists, Betty Mü, sculptor, Jessica Kallage Götze, illustrator, Philipp Frank, written artist, Patrick Hartl and tattoo studio, Farbenpracht.
Did Australia do one? Yep. Here it is:
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