Absolut has commissioned artists from around the world to bring their art pieces together to spell out the philosophy of Absolut World. “Doing things differently leads to something exceptional”. The campaign is online at Facebook and Youtube.
The seven words in the Absolut philosophy statement are edited together in one video directed by Rupert Sanders. Click on the image below to play the Anthem video in YouTube (HD)
The word DOING is created out of hand-crafted ice blocks, carefully arranged into monolithic letter forms on a pristine glacier. Click on the image below to play the video in YouTube (HD)
The word THINGS is made by suspending over 2,000 clear Absolut bottles in a serene forest, readable only when directly beneath them. Click on the image below to play the Things video in YouTube (HD)
The word DIFFERENTLY is presented in a field of wheat, with teams painstakingly forming the crops into sculpture. Click on the image below to play the Differently video in YouTube (HD)
The words LEADS TO are formed by crews holding paper lanterns to the ground in a remote canyon, then releasing them into the night. Click on the image below to play the Leads To video in YouTube (HD)
The word SOMETHING gets revealed as groups of people coordinated throughout city rooftops raise huge helium-filled letter balloons. Click on the image below to play the Something video in YouTube (HD)
The word EXCEPTIONAL is crafted in a stunning artistic representation of vodka distillation, with the liquid traveling through a mesmerizing glass journey. Click on the image below to play the Exceptional video in YouTube (HD)
The Art Pieces campaign was developed at TBWA\Chiat\Day New York by chief creative officer art director Mark Figliulo, creative director/art director Rob Baird, associate creative director/art director Kris Wixom, associate creative director/copywriter Alisa Wixom, associate creative director/art director Hoj Jomehri, art director Thiago Zanato, Media Arts executive producer Matt Bijarchi and producer Ellen Fitzgerald.
Filming was shot by director Rupert Sanders via MJZ with executive producers eric Stern and David Zander, producer Lauri Boccaccio, director of photography Greig Fraser and production designer James Chinlund.
Editor was Neil Smith at Spot Welders with executive producer Tommy Murov and producer Amanda Slamin and assistant editor Marlo Nespeca.
Visual effects were designed at MassMarket by executive producer Christine Schneider, producer Luisa Murray, lead artist/shoot supervisor Thibault Debaveye, 2D artists Sarah Eim, Pilon Lectez, Eric Almeras, Melissa Huerta, Scott Baxter, Jeff Kim, 3D artists Clay Osmus and Kyle Cassidy.
Telecine was done at The Moving Picture Company (MPC) by final colorist Mark Gethin.
Sound was mixed at AudioEngine by sound engineer Robert DiFondi.
The Behind the Scenes films were produced at Interactive Arts by videographer/editor Jordan Bloch.