Absolut “It’s In Our Spirit”:
Relaunching the iconic vodka brand globally from Singapore.
Despite being the most connected generation ever, Gen Zers are also the loneliest generation. 80% of them reported feeling lonely in 2019. This disconnection is made worse in 2020, aka the year of lockdowns and living virtually.
That’s why to relaunch Absolut Vodka globally and relate to Gen Z, we looked optimistically into the future to remind this lonely generation to come out and connect meaningfully #IRL after Covid-19 lockdowns are lifted.
Because we now know that even the most epic Zoom parties or immersive AR concerts can never replicate the feeling of face-to-face connections.
The result is a new tagline “It’s In Our Spirit”.
And a campaign that inspires us to find a real connection.
Awards
The One Show - Merit - Design (Craft - Animation)
Creative Circle Awards - Gold - Film
Creative Circle Awards - Silver - Film and Branded Content
Creative Circle Awards - Silver - Design Craft (Illustration)
Creative Circle Awards - Bronze - Film and Branded Content (Art Direction)
AdStars - Gold - Film Craft
AdStars - Bronze - Branded Entertainment Videos
AdStars - Crystal - Film (Drinks sector)
A live-action sequence that was shot across 5 time zones
The live-action scenes were shot remotely in 3 different countries during Covid-19 restrictions. With the creative team coordinating from Singapore.
And clients dialling in from Sweden. Thank god for stable WiFi.
From Singapore to 25 global markets
The campaign was launched in countries including Brazil, China, Germany, UK, South Korea, South Africa, Italy, Ireland, Romania.
A burst of 400+ assets
Including film trailers, gifs, memes, back stories of each talent, even movie posters.
From URLs to IRL
The key visuals were shot during the Covid lockdowns, in 3 separate countries. The challenge was to create a visual that comped all of the talents into one location – that looked sleek and believable. Enter mixed media illustrations: the visual glue that helped make everything look seamless.
Hundreds of press coverage
From Sports Illustrated to AdWeek, Shots, and an article that ranked us as one of the greatest animated films of 2020.
