Warhol Spirit by Absolut Vodka
Absolut Vodka
Issue 34 | March 2015
Agency
Edelman Deportivo
Creative Team
Edelman Deportivo
Production Team
B-reel
Other Credits
Conceptual Artist Leif Elggren, Visual Artist Schnellebuntebilder and the DJ A-Track.
Date
November 2014
Background
The Andy Warhol Edition is a limited edition of 4 million bottles with Andy Warhol's art on it. The task was to promote the edition by online buzz, to build excitement and engagement thru storytelling, and to explain and support ABSOLUT's mission, through a bit of risk taking and imagination.
Idea
The idea was to do a campaign as provokingly innovative as Andy Warhol would have done it, if he had been here today. And why couldn't he be? A group of artists was asked to make contact with Andy Warhol through EVP-technology (electromagnetic voice phenomenon) and to record Warhol's voice from the other side so that he could collaborate in an art performance once again. A campaign site was launched with a teaser movie and digital material and a spectacular art performance was hosted in NYC with Andy Warhol as special guest. The artists did an AMA on Reddit. On the site animated sound clips were included of Andy Warhol's voice from the other side. All digital content was beautifully integrated on ABSOLUT's website.
Results
An online conversation was started on Warhol, ABSOLUT and creativity. The online buzz before the event continued after it, on Instagram, Twitter, Facebook and editorials. with a total earned media reach of 150 million people. To highlight the Absolut Andy Warhol Edition they reached over to the other side and ended up with a campaign that – just like Andy Warhol's art – left no one indifferent.