Connecting with the creative spirit in all of us is the theme of a new global campaign from Absolut Vodka, which is collaborating with four cutting edge artists in the first work from new creative agency Sid Lee. The theme of the campaign is "transform today." According to the brand, it aims to continue Absolut's history of "pushing the boundaries of contemporary culture" and collaborating with artists (its first art ad was designed by Andy Warhol).
French artist, director and musician Woodkid, American digital media artist Aaron Koblin, fashion designer Yiqing Yin and Brazilian graphic novel artists Rafael Grampa feature in the first TV work, which will be accompanied by online and print ads.
Four back-stories presenting each artist's view on transformation will be available at absolut.com and at the Absolut YouTube channel, and the four artists will also take part in interactive events, beginning in November. Absolut will also host a challenge that asks fans to submit their creative projects that best represents how they would "transform today".
The new brand ethos was introduced in the U.S. during preview events titled "Open Canvas" in Brooklyn and San Francisco, in which people were invited to creatively transform entire streets.