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.
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.
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.
“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.