Imagine a world where everyone’s passion would be their lifetime career? Or a world in which all landfills would be gardens? A world built of high quality standards all around.
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Context.
ABSOLUT’s values for craftsmanship, authentic sourcing, and sustainability have remained as their signature since the very beginning. Many other alcohol brands are aiming for high quality standards just now to fit current trends.
Insight.
Words such as “High Quality Standards” have become flat and empty in the corporate world. To truly honour their core values, ABSOLUT can switch the focus onto the Real quality makers and celebrate the everyday exceptional people who live the true High Quality Standards.
Idea.
Create an interactive Pop-up Event in the form of art installations inspired by local artisans. The event will celebrate the Real High Quality Makers that strive for and live by high quality standards, and invite them to reimagine the world based on these values.
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The campaign will be launched internationally in various cities around the world, celebrating the local real quality makers in five different countries. The executions presented are examples of the campaign in Toronto, Canada.
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Pre-Event
Out Of Home Posters.
Wild Postings introducing the campaign and announcing the event will be displayed in urban neighbourhoods, attracting high-traffic from local artisans and the everyday people that live the high quality standards.
Instagram Posts.
The event will be introduced on social media with the focus this time on teasing more about the art installations and the people that inspired each one. It introduces the various Toronto artisans that live their high quality standards everyday by what they do.
The Event
Experiential Pop-Up Event
The pop-up event in Toronto will be held in the Distillery District in the form of the iconic Absolut bottle in which the art installations will be displayed as well as the bottle itself will be acting as an art piece on which visitors can write their own High Quality Standards. During the event, each visitor will be able to:
Post - Event
Limited Edition Bottle
After each event is done, a unique collection of different limited edition bottles will be released, each representing a different city’s High Quality Standards created by the people, for the people. Profits from each bottle purchased will go towards supporting small local businesses that share the people's High Quality Values in that given country.
On Absolut’s Website
The limited edition bottles from each participating city will be showcased on Absolut's website where people can discover the entire campaign. People will be able to view the highlights of the event from the city they've selected.
From within the Pop-up Art Event with art installations, to social media exposure and mentions with people staring online conversations about their own High Quality Standards - to Absolut's bottle itself becoming the art piece at the event as people would write their own High Quality Standards all around it; to the result of that bottle being created to exist beyond the event, limited edition bottle for purchase, supporting a great cause.
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