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Absolut's Jamie Hewlett collaboration continues with Spirit of London microsite


By The Drum Team | Editorial

May 1, 2012 | 2 min read

Absolut is promoting its collaboration with Jamie Hewlett with the launch of a new microsite called the Spirit of London.

The Gorillaz illustrator was recently enlisted to design a limited edition range of bottles for the vodka brand, dubbed Absolut London.

The site, created by London agency Holler, tells the story of the four characters who appear on Hewlett's Absolut bottle - Ernest Scrubbs (Dickensian), Suzie Q (60s Chick), Perry Lloyd (SKA) and Karl Bugle (80s Casual).

Adam Boita, marketing manager at Pernod Ricard UK, said: “The new site further amplifies our collaboration with Jamie Hewlett by bringing to life the inspiration behind the limited edition bottle, whilst also allowing users to explore London's cultural heritage."

An interactive game challenges players to complete challenges to win prizes such as original Absolut London artwork signed by Hewlett.

The site also features information from each of the different eras provided by historian Stephen Armstrong. The characters' backstories and scenarios were created by Cass Browne.

Paolo Nieddu, strategy director at Holler, said: “As with much of Jamie Hewlett's previous work, as soon as you see the Absolut London character you immediately want to find out more about them.

Therefore the priority for us when planning The Absolut Spirit of London activity, was to create a digital engagement piece that allowed people to do explore, discover and share the rich cultural influences and back-stories of each character. This piece of activity certainly does that and more.”


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