Absolut celebrates the power of creativity in new global "Create A Better Tomorrow, Tonight" campaign
Sep. 14, 2017
Absolut today launches Create A Better Tomorrow, Tonight, a new global campaign designed to celebrate creativity and champion progress. The platform will continue to celebrate the brand’s core beliefs and its continued collaborative approach.
Despite the tumultuous times we live in, Absolut has seen that this generation remains positive and believes that tomorrow will be better. Absolut has long believed in the power of creativity to instigate progress, and Create a Better Tomorrow, Tonight will see collaborations with creatives who share the company’s progressive point of view.
To launch the campaign, Absolut and BBH partnered with internationally acclaimed cinematographer and three-consecutive-time Academy Award winner Emmanuel Lubezki (Gravity, Birdman, The Revenant) to create ‘One Night,’ an ambitious film that tells the story of creativity as the key fuel for progress in the world. Accompanied by a voiceover from Oscar and Golden Globe nominated actor/musician Juliette Lewis, the film celebrates humanity’s biggest moments of creativity, starting with the Big Bang and moving through to the modern day.
The ‘One Night’ film continues Absolut’s rich history of working with some of the world’s most innovative creatives, ranging from greats such as Andy Warhol, Keith Haring and Tom Ford right through to contemporary figures such as Deadmau5 and Mickalene Thomas.
The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. Absolut Vodka is the world’s fifth largest premium spirits brand. Every bottle of Absolut Vodka is produced in Åhus, southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector.
Progressiveness has always been at the very core of Absolut’s ethos. Founder LO Smith had a deep appreciation for both science and the arts, with many learnings picked up from his travels going on to lay the foundations for the brand’s ongoing commitment to this purpose.
Gaia Gilardini, Global Communications Director, says:
“Create A Better Tomorrow, Tonight is an exciting moment for us, as we feel it beautifully encapsulates everything we stand for as a company. Absolut has always believed in the power of creativity to spark progress in the world, and that’s something we want to bring to life in everything we do.”
Ian Heartfield, Executive Creative Director of BBH London commented:
"Great ideas happen when people get together, more often than not the best of these ideas occur at night. This film is a celebration of the greatest idea that came from a night - the creation of life itself. It is the perfect launch for Create A Better Tomorrow, Tonight, Absolut's celebratory call to arms."
In addition to the release of ‘One Night’, Absolut has collaborated with five artists to launch a global OOH/print campaign to bring to life their idea of a better tomorrow under five of Absolut’s brand beliefs. Mickalene Thomas, Toilet Paper Magazine, Olivia Steele, Stevie Gee and RUDE have been handpicked and asked to create their own vision of a better tomorrow.
The five pieces of artwork provide the platform for an ongoing series of creative collaborations that will see Absolut continue this theme over the coming months and into next year.
Create a Better Tomorrow, Tonight will also be excuted across social, with Absolut collaborating with seven additional artists on a digital campaign, each also briefed to create their own vision of a better tomorrow. The work created by photographer Catherine Losing, musician Nakury, illustrator David Luepschen, graphic designers Chrissie Abbott and Tracey Ma and street artists Bambi and Hansky is set to be showcase across Absolut’s social channels.
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