Absolut Blank, by Absolut Vodka
Absolut Vodka was created in 1879 by Lars Olsson Smith in Sweden. His picture is on the top of every bottle.
The brand was then bought by Pernod Ricard, which now owns brand such as Absolut Vodka, Jameson Irish whiskey, Ricard, and many others. The brand’s slogan is always a two-word combination, and the first word is necessarily “Absolut”.
“The campaign aims to put a stake in the ground about what we believe in as a brand which is ‘the future is not a given, it is what you create’”, says Jonas Tåhlin, VP Global Marketing at Absolut. As such, the brand enhances its legitimacy by calling on artists to represent and create the design of the bottles. The advertising posters are considered as art and become unique.
The series of online videos (thousands of views on YouTube) posted on Facebook (4.8M fans), and on Twitter (28.7k followers) generated tremendous buzz. This time, the brand called artists such as David Bray, Kinsey, Mario Wagner, United Visual Artists, Aesthetic Apparatus, Good Wifes & Warriors and Thomas Doyle, and filmed them working in process. This way, Absolut managed to create a great artistic event and invited people to share the experience. Watch the video above!
Irish Whiskey Jameson (Pernod Ricard), represented by its Digital Director Orla Roche, will be at the MIP Digital Fronts’ Brands and Online Video Lunch, April 9!
Frank the Cosplayer, by IKEA Singapore
Over the past few years, Ikea‘s campaigns have embodied a new marketing & communication strategy, the aim of which is to be optimistic, bold, creative and practical, as says Denis Colcombet, Director of Strategy of Venise Agency (which produced the campaign « Njut!»):
« IKEA goes from an injunction to become a source of inspiration and tries to help the consumer to find again his childhood abilities and rebuild his world with objects from daily life. IKEA suggests that an IKEA furniture is not just only furniture. »
IKEA has 3.5M fans on Facebook, 230k followers on Twitter, and the video Frank the Cosplayer, produced by BBH Singapore and posted on 5 March 2014 on the Singapore YouTube Channel has already been watched by more than 100k people. The story: Frank has been having a passion for cosplaying, or dressing up as Japanese manga and video game characters. He has hundreds of costumes and his room is a mess. After IKEA’s coaching and suggestions, with innovating and practical ideas of optimising space, the result is simply a miracle!
#storyskating, by SFR
French internet provider SFR chose a skater for its new campaign, #storyskating, to introduce its new 4G network.
Prenez le contrôle de la nouvelle publicité #SFR en tweetant #storyskating pour choisir la suite de l’histoire ! http://t.co/0r4yQ9ZhTL
— SFR (@SFR) March 17, 2014
Translation: Take control of the new SFR ad by tweeting #storyskating and choose the story’s ending!
The objective is that each fan suggests their own ending for the ad. To do so, fans can post a message on Twitter (12.3k followers), integrating the hashtag #storyskating. The experience then continues on Vine and Facebook (918k fans).
Until April 7, fans can create/produce their own Vine videos showing themselves in the same acrobatic position as the skater to help him gain momentum, and share this experience on Twitter to win concert tickets and skateboards.
Discover more innovative online video productions at the MIP Digital Fronts, April 9-10 at MIPTV. The Fronts will be the first international digital content marketplace for the production, distribution and acquisition of high-quality original content produced exclusively for online audiences. Founding partners YouTube, Dailymotion, Maker Studios and Vice will notably present their producers’ finest work. More info here…
