ABSOLUT
Warhol Spirit
My role:
Creative
BRIEF: We were asked to build engagement online for the Andy Warhol limited edition bottle, and to link the ABSOLUT brand to imagination without boundaries through storytelling. We were challenged to do a campaign involving risk taking and imagination.
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INSIGHT: To create a marketing campaign of tomorrow, we sometimes need to use old technology in new, innovative ways to reach the targets. We needed a campaign as provokingly innovative as Warhol would have done, if he had been here today. And why couldn’t he be?
CONCEPT: We invited Andy Warhol to make art with us once again – and our artists recorded his voice from the other side using EVP technology. It resulted in an unforgettable art performance in New York City with special guest: Andy Warhol – present from the other side (most likely).
Live performance in NYC.
RESULTS: We started an online conversation about Warhol, ABSOLUT and creativity. The online buzz before our NYC art performance with Warhol continued after it, on Instagram, Twitter, Facebook and editorials. with a total earned media reach of 150 million people. We went back to the 50’s to create a campaign never done before.
