Absolut will host 100 New Year’s Eve parties in 100 different cities across China, in a bid to connect with China’s young people.
Absolut’s 100 nights project invites Chinese consumers to submit their concepts for a unique New Year’s night out for a chance to win 10,000 RMB and to bring their event to life.
Absolut will gift RMB 1m in total to support the 100 nights, which will take place across the country on December 31. The night
The project aims to celebrate the creativity of China’s youth culture with Absolut creating short online videos to showcase the events.
The project fits within the brand’s legacy of artistic and creative collaborations, which have seen the brand work with icons such as Andy Warhol, Damien Hurst, Tom Ford and Emmanuel Lubezki, who recently created the ‘One Night’ film.
Gaia Gilardini, global communications director, Absolut, said, “Absolut has always believed in the power of creativity and this activity shows our commitment to bringing this about across the globe.”