Sid Lee’s Amsterdam and New York offices teamed up on a new campaign for Absolut, featuring new music by electronic duo Empire of the Sun.
Absolut launched a new campaign from including a 30-second broadcast spot and online ad, 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.
As a celebration of the new “Absolut Nights” campaign, Absolut Vodka worked with Sid Lee and Grammy winning director Melina Matsoukas on a short film that shows how the brand does nightlife at its events around the world.
The TV ad of the campaign collects footage from “Absolut Nights” events last year in cities such as New York, Berlin, Sao Paolo and Johannesburg.
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 film features an exclusive new track by Empire of the Sun and includes footage from various Absolut-hosted events. Each event was a collaboration with a different artist to create an unconventional and memorable party experience.
Matsoukas says in a press release;
My vision for the film was to capture the energy and excitement of these real experiences, creating a story which takes the audience on a journey into Absolut Nights. Each event explored the intersection of creativity and nightlife in incredible ways, so I wanted to ensure the film did justice to the experiences, embracing every detail that went into creating events.
Joao Rozario, vice president of marketing at Absolut, says;
At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out. 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.
Also, the campaign features an intriguing packaging component, a limited edition bottle of Absolut Spark, 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.”
The brand is also offering consumers the chance to win a three-day, two-night trip to California for the upcoming Absolut House Party. If you’re 21 or older, you can visit AbsolutSummer.com to check out the details of the contest.