Absolut Art Resistance
This is a story involving far-right bots, fake news, art history, transgender rights, and, well, Absolut Vodka.
The brand had lost its relevance in Brazil. So we came up with a campaign to remind everyone that Absolut stands for freedom of creative expression.
It became a gigantic, colourful, controversial mess. And that was exactly our point.
This is a story involving far-right bots, fake news, art history, transgender rights, and, well, Absolut Vodka.
The brand had lost its relevance in Brazil. So we came up with a campaign to remind everyone that Absolut stands for freedom of creative expression.
It became a gigantic, colourful, controversial mess. And that was exactly our point.
We started this project by highlighting the brand's historic art partnerships towards a more equal world.
Then we released a song and a music video co-created with Linn da Quebrada + As Bahias e a Cozinha Mineira.
All of them trans women.
Inspired by Mexican Muralism art, a 160 foot mural was painted in downtown São Paulo to showcase the many faces of the trans community who struggle to simply exist.
Painted without the Absolut brand in it so it would outlive the campaign.
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*2 years later, the owner of the wall signed a contract with a new art project and the painting was erased. Sad day, but it brought up a lot of tributes in the LGBTQIA+ community. Painted without the Absolut brand in it so it would outlive the campaign.
Awards:
Cannes Lions 2018 - Entertainment for Music - Shortlist
Wave Festival 2018 - Branded Content & Entertainment - Silver
Wave Festival 2018 - Outdoor - Shortlist
Agency: LiveAd
Creative VP: Mauro Silva
CD: Pedro Perurena
ACD: Isabella Pipitone, Felipe Drummond
Copywriter: Caio Scaranari, Will Viscaino
Art Director: Daniel Achucarro
Art Assistant: Giulia Ferrarezzi
Social Media: Gabriel Cadete