Absolut Unveils Epic Film Aimed At The Ys & The Zs

Absolut Unveils Epic Film Aimed At The Ys & The Zs
SHARE
THIS



Absolut and BBH Singapore has launched a global campaign starring actress Tessa Thompson, C-Pop star Jolin Tsai, pro gamer Ricki Ortiz and musician MNEK.

Called “It’s In Our Spirit”, the new global campaign looks forward to a time when being #togetherIRL is safe again and reminds Gen Z and Millennials that no matter how popular you are online, nothing can replace real human connections.

The mammoth multimedia campaign features a vast swathe of social and online content, including a two-minute film that mixes animation with live action. It’s a story of four protagonists who are masters of their own virtual worlds, looking for something more meaningful outside. So they decide to break out from virtuality – because no matter how many followers or hearts you collect, nothing can make up for real-life togetherness. 

Tad Greenough, chief creative officer at The Absolut Company, said “This new campaign marks the beginning of a new chapter for the Absolut brand. The desire and need to break free – to venture beyond the screen back into the real world, where real-life togetherness creates the ultimate and most intimate connectivity – is in all of us now, but especially in Gen Z. With its strikingly fresh and original visual look and the ‘It’s In Our Spirit’ theme, BBH Singapore’s work positions the Absolut brand as being truly at one with the times.”

The film was brought to life through the inspiring vision of the Grand-Prix winning animation duo and partners at Psyop, Todd and Kylie. BBH also worked with Stink and The Marketing Arm (TMA) on the campaign who were instrumental in procuring and contracting all of the talent, as well as licensing the music track for the film – Dreams Today by Efterklang, a Danish band.

“Absolut is a bold creative brand. With a long and proud heritage of working with some of the world’s best artists, creativity is central to who we are and what we do. This is why creative innovation, craft and the fine balancing act needed to bring great ideas to life in the most powerful way were key priorities for us.” said Sina Neubrandt, head of brand creative. “Managing such a complex production remotely across multiple time zones was challenging, but we are all very proud of the finished product.”

BBH creative directors Nikhil Panjwani & Gaston Soto said, “Having grown up with Absolut posters on our bedroom walls, the opportunity to relaunch this iconic brand is a dream come true. The new platform of #togetherIRL feels highly relatable with a hyper-connected, yet disconnected Gen Z. And in times like these, it makes us truly appreciate the importance of simple things, like sharing a drink with a friend.”

TMA senior vice president Mick Carter, said “Working with brands that put their marketing dollars behind their philosophy is always a pleasure. Absolut has championed diversity for decades and this campaign stays in that vein. TMA are proud to have been a key part of bringing the campaign together across multiple markets and with such stand-out talent.”

CREDITS

The Absolut Company

VP Marketing: Charl Bassil

Chief Creative Officer: Tad Greenough

Head of Brand Creative: Sina Neubrandt

Marketing Manager: Filip Kiisk

Senior Brand Manager: Ylva Lundberg

Brand Managers: Maxime Henain, Oscar Danielsson, Hedda Helgesen

BBH

Global Leadership: Joakim (jab) Borgstrom, Adam Arnold

Singapore Leadership: Sascha Kuntze, Sid Tuli

Creative Directors: Gaston Soto, Nikhil Panjwani

Creatives: Stephanie Gwee, Sid Lim, Avril Chua

Business Leadership: Lynette Chua, Grace Lee, Alicia Tiong, Paisley Wright, Fran Suffling, Marina Atanassova, Lauren Gillies

Strategy: Lilli English, Faraaz Marghoob, Aarohi Dhir

Production: Wendi Chong, Wendi Chong, Wendi Chong

Black Sheep Studio: Eddie Jackson, Sally Liu, Eva Loo, Sok Wah Leow, Lee Adamson, Christopher Leow, Pang Wei Fong, Tammy Quah

PSYOP

Directors: Todd Mueller and Kylie Matulick

Producers: Justin Booth-Clibborn, Joe Maggiore, My Linh Truong, Noah Goldsmith, Andrea Panda, Michael Schlenker

Stink

Andrew Levene, Fran Thompson, Kelly Brown

The Marketing Arm

Mick Carter (Manchester), Sorcha Collister (London), Valerie Holmes (Chicago), Maggie Qu (Shanghai), David Wales (Dallas)

Photographers

GL Askew II, Conor McDonnell, Sean Marc Lee

Production Partners

Bauie Productions (LA), Butter Music + Sound (LA), Episode Films (Taipei), Fuse Adventures in Audio (Singapore), Illusion CGI Studio (Bangkok)

 

Please login with linkedin to comment

Absolut Ad campaigns

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]