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By Jennifer Faull, Deputy Editor

September 10, 2013 | 2 min read

Absolut has unveiled a new brand campaign, aiming to connect with the creative spirit in its fans around the world.

It is the first campaign to come from newly appointed creative agency Sid Lee. The brand parted ways with its 25-year agency of record, TBWA, back in December 2012.

“This is an exciting moment for Absolut. For 30 years— ever since our first art ad was created by Andy Warhol— globally renowned artists have made amazing works inspired by our iconic bottle. Now, we are transforming the way we collaborate with artists,” says Jonas Tåhlin, VP global marketing at Absolut.

‘Transform Today’ is a collaborattion with four cutting-edge artists: Woodkid, a French multi-talent who transforms from illustrator to designer to director to musician; Aaron Koblin, an American digital media artist known for his visualsations of digital data; Yiqing Yin, an emerging fashion designer challenging the traditional world of haute couture; and Rafael Grampá, a Brazilian graphic novel artist.

“[It is] a call to arms— a rallying cry for a generation of creativity to break free from the idea that anything is predetermined and to take control of their future. The brand ethos manifests our belief that tomorrow is not a given, it’s for everyone to create,” explained Tåhlin.

The four creative collaborations have been introduced with a TV commercial, a series of print ads, and an online campaign. A dedicated website is also hosting artist profiles with videos that introduce the creators, the ideas that inspire them, and the goals of their work.

The new brand ethos was initially introduced in the US during Absolut’s Open Canvas activity in Brooklyn and San Francisco.

Absolut Global

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