Absolut.
Across social, digital, broadcast, POS, experiential and design and packaging, I was creative lead for Absolut in the US. Globally the business was run out of Stockholm and Amsterdam, but I helped adapt work as well as contribute to global asset creation. From defining the copy on the bottle to launching innovations, creating partnerships and integrated brand campaigns.
Absolut Nights.
Initiated by the team in Amsterdam the campaign's purpose was to reinforce Absolut's creativity in nightlife scene and solidify their credentials at the point of purchase. The project was rolled out globally where four marquee events happened for real in Berlin, NYC, Sao Paulo and J'burg. Melina Matsoukas was at each experience capturing raw content. We also created activations on the ground at some of these events.
Absolut Oak.
A new category launch for Absolut designed to steal some share from the dark spirits. Our mandate was to create a visual universe, a tone of voice and campaign elements. The line Absolut Goes Dark resonated as it was simple, yet had a touch of intrigue to it. Absolut had maintained a safe tone of voice, so it allowed us some freedom to be a little cheeky, hence the Sorry Jack campaign.
Social assets and a micro-site showcased the product, the latter earning an FWA.
Meet Vodka.
Absolut wanted to communicate their quality acumen while also driving to trade and to have an eye-catching campaign at the point of purchase. Our approach was to re-introduce the consumer to Absolut Vodka then give them a hyperbolic viewpoint of how delicious an Absolut Cocktail could be. It won zero prizes for creative innovation but did rather well regarding selling refreshing vodka.
