Absolut rolls out new advertising today from Sid Lee including a new short film and TV commercial, a never-before-heard song from Empire of the Sun, and a limited-edition illuminated bottle that lights up when you push a button on the bottom.
The short film and TV work, directed by Grammy-winning director Melina Matsoukas, collect footage from a series of "Absolut Nights" events hosted last year in New York, Sao Paolo, Berlin and Johannesburg that featured one-of-a-kind artistic collaborations—with Vita Motus, Marianne Krawcyzk, Studio XO and Charles Gadeken.
The short film:
The TV spot, launching Monday:
Those events were all about reinventing aspects of traditional nightlife in keeping with the brand's "Transform Today" credo of rethinking nightlife through a lens of creativity.
The short film features a new track from electronic music duo Empire of the Sun. And the campaign features an intriguing packaging component—the Absolut Spark bottle, with a light that shines through the bottom and "gives consumers the ability to shine a new light on their nightlife rituals for up to eight hours."
"At Absolut, we believe in a world where there's no such thing as a 'standard' night out," says Joao Rozario, vp of Marketing at Absolut. "By infusing the unexpected into the ordinary, 'Absolut Nights' aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like."
More work from the campaign below.
The artistic collaborations:
Client: Absolut Vodka, Pernod Ricard USA
Agency: Sid Lee Amsterdam & Sid Lee New York
Managing Partner: Eric Alper
Executive Creative Director: Daniel Chandler & James Yeats-Smith
Creative Team: Maclean Jackson, Roeben Beddeleem, Eoin Mclaughlin & Thomas Glover
Group Account Director: Emily Creek
Account Director: Amy Manganiello
Production Management Director: Melanie Bruneau and Dave Isaac
Head of Strategy: Simon Wassef
Strategy Director: Nicola Davies
Editor: Thomas Schenk
Director: Melina Matsoukas
Production Team: Jimmy Lee & Sid Lee Entertainment
Production Partners: Prettybird, Vice, O'mage, StudioNOW
Public Relations: Weber Shandwick