Absolut launches social-generated art project

Absolut Vodka is putting a new spin on the user-generated content: fans will direct two artists to paint a wall mural to top the brand’s fan page starting at 6 p.m. Wednesday night. The project gives artists Zaque Cheetham and Francis Pratt three hours to graffiti the wall of a warehouse basement, following fan suggestions […]

Absolut Vodka is putting a new spin on the user-generated content: fans will direct two artists to paint a wall mural to top the brand’s fan page starting at 6 p.m. Wednesday night.

The project gives artists Zaque Cheetham and Francis Pratt three hours to graffiti the wall of a warehouse basement, following fan suggestions delivered via the #ABSOLUTinspire hashtag on social media. The event will be live-streamed so fans can offer inspiration to the artists in real-time.

“The idea gives artists the opportunity to be an extension of the Absolut community,” said Isobar’s creative director Jamie King in a release. “It’s a fresh way of looking at how we collaborate together to shape our reality.”

The Absolut Inspire project was conceived by Isobar, a division of Aegis Media. It’s part of Absolut’s global “Transform Today” campaign, which plays up the brand’s long heritage of collaborating with artists and focuses on inspiring creative youth. As part of the campaign, the brand commissioned emerging artists to take over a block in Brooklyn in June, and is planning a similar project for later this summer in San Francisco.

The brand also recently revamped the package design on its flavoured vodkas with new artistic labels.

The Absolut social media team has hyped the event over the past few days on social media and digital channels. The action starts tonight (August 14th) at 6pm on Ustream.

Brands Articles

How Sears is addressing the ‘elephant in the room’

And, why it's sticking to the middle sector as more retailers move upmarket

Kraft’s simple solution for building a coffee brand

Nabob campaign mocks modern coffee culture and celebrates the humble cup of joe

How Pabst Blue Ribbon earned its hipster cred

The blue-collar beer set its sights on a target as individual as the brand

Rotman School’s Bernardo Blum tackles big data disappointment

Data-Driven keynote says companies are using data for description, not solutions

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era