By Annette Shailer
Absolut vodka has launched a new global ad campaign aimed at challenging the status quo through thought-provoking concepts and visuals.
‘In an Absolut World’, as the new campaign is called, is a multimedia initiative based on a series of 30- and 60-second video advertisements that parody pertinent issues. The first installment of the campaign to screen in Australia sees a potentially violent street protest settled with a pillow fight.
The Australian campaign will be supported with an interactive online campaign featuring five idealised visions of life, including a flourishing Great Barrier Reef and our harbours acting as whale sanctuaries,
Absolut brand manager, Clare Dunstan, said the campaign would challenge people to think about their vision for an Absolut world.
“With the new campaign we’re expanding the boundaries by opening up for discussion both universal and local matters which might affect us daily,” Dunstan said.
Online voting for the top life vision will continue until June, with the winning vision to be brought to life in a live outdoor spectacular or series of events.
“This online campaign shows the beginning of a new era in the marketing of Absolut vodka”, said Dunstan. “Our goal is to use all the communication opportunities of the 21st century.”