Absolutely original

Capture d’écran 2013-12-19 à 15.54.52

Did you enjoy last year’s spectacular launch of Absolut Unique?

Then say hello to its elegant successor Absolut Originality, which further explores the possibilities of creative bottle design.

This limited collection features four million individually designed bottles, making every single one of them a one-of-a-kind piece of Absolut art.

Swedish glass crafts revisited

Taking inspiration from traditional Swedish glass crafts, every bottle of Absolut Originality has a drop of cobalt blue infused into its glass.

This colouring technique has been used for centuries in hand-made art glass, but never before has it been applied to create four million original bottles. Added just as the molten glass goes into the mould at 1100°C, the drop of cobalt blue streams down inside the glass creating a unique streak of blue.

At that temperature the cobalt is invisible, but as the glass cools off, a beautiful and unique blue infusion appears.

image1 image3 image4

A celebration of original thinking

Absolut has always experimented with new techniques, going off the beaten track to develop innovative and artistic products, and Absolut Originality is a celebration of the original thinking that has always been the brand’s creed.

Adding a sophisticated contrast to the crystal clear glass, the blue streak makes each bottle original and unmistakably Absolut.

Purity, originality and transformation

Basing its work on this idea, Being Agency realized Absolut’s campaign on revealing, celebrating originality and purity.

Purity through originality, design, expression… whatever the changes, the original idea stays “pure”, it’s only a “transformation”. Just as wheat is transformed to make vodka.

1528738_627174823991681_1332835662_n 1474620_627174817325015_1276105470_n 1472973_627174800658350_1549432670_n 945175_627174790658351_292657049_n

Sid Lee also worked on this idea of “transformation” for Absolut Vodka. Their last outstanding activation campaign named Transform Today was involving four different artists that have made their own “transformation”.

The featured artists are Brazilian cartoonist Rafael Grampá; Chinese-born French fashion designer Yiqing Yin; American digital-media artist Aaron Koblin; and French musician (and sometime ad director) Woodkid. The agency looked at almost 600 artists before selecting the four.

Absolut-3

“We’re looking for cutting-edge artists, emerging artists, not necessarily the most well-known ones but the ones that really are shaping the future and are truly transformative in what they’re doing,” said Westphal.

Also important: They are all very different types of artists, and they come from different parts of the world.

Absolut_vodka_originality_drinks

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s