Absolut Vodka/Swedish House Mafia – Greyhound

Posted: March 23, 2012 | Author: | Filed under: Alcoholic Drinks, Case History, TV/Film, USA | Tags: , , , , , , , , , , | 7 Comments

In the real world, music and cocktails go hand in hand. In an Absolut world, music and cocktails come with racing robotic greyhounds remotely controlled by a trio of DJs, spurred on by a cast of characters that make Lady Gaga look casual.

An evolution of its longstanding tradition of collaborating with artists, Absolut Vodka’s Drinks 2.0 campaign ventures beyond artist-rendered print ads to a collaboration with dance maestros Swedish House Mafia on an original track and music video to promote its Absolut Greyhound cocktail.

“Greyhound”–which is the title of the drink, the video, and the actual music track–is a three-minute visual feast created by TBWA\Chiat\Day that sees three groups of couture-sporting racing enthusiasts converge on the Bonneville Salt Flats to watch some robotic greyhounds speed across the parched plains, all while sipping light pink Absolut Greyhounds. While the fabulous people in the desert give each other the “my team’s going to win” stink-eye, the three members of Swedish House Mafia are off in a desolate bunker remotely controlling the robodogs to a photo-finish while ensconced in holographic orbs. With impeccable direction from RSA’s Carl Erik Rinsch, eye-popping visual effects from Home, gonzo wardrobe styling from Franck Chevalier, and a banging club track from Swedish House Mafia, this is not an exercise in understated elegance.

Maxime Kouchnir, Vice President, Vodkas, Pernod Ricard USA, says that where much of the brand’s previous marketing efforts have focused on print, and its Drinks 1.0 campaign brought together actors and visionary photographers to create worlds around specific cocktails, “Greyhound” was meant to elevate the idea of collaboration to “a multidimensional, multi-sensory experience with drinks and music.”  The goal was also to create something that skewed a bit younger than Absolut’s 25-35 urban influencers (neo-yuppies in marketing speak), which made SHM a good musical match.

“With everything we do on Absolut we have the pleasure of looking at things through an Absolut lens, like pushing the limits of what a greyhound dog race could be in an Absolut place,” says TBWA\Chiat\Day creative director Hoj Jomehri. “We said, where do people go to really go fast? The Bonneville Salt Flats. And what if these aren’t just regular greyhound dogs, but are gigantic robotic dogs? And what if the band is actually controlling them in this other setting? We just play creatively and push it as far as we can.”

Not surprisingly, given the name of the cocktail, the greyhound was the creative crux of the idea. “The name Absolut Greyhound was so inspiring because greyhound just sounds so sexy and sleek and fast, and all of the associations you have with the dog seemed to inspire that whole world,” says TBWA\Chiat\Day global creative director Sue Anderson. “Then once we knew who the band was, that inspired a fair amount of the video as well. SHM aren’t traditional musicians who are playing guitars and drums. They are DJs and music producers. That’s where the idea came from that they would be controlling the dogs because that’s so much of what they do: They go and stand in front of crowds and control music and the energy and the vibe. Then, once we had SHM we knew that we would have three dogs.”

This direction left things wide open for director Carl Erik Rinsch to create something fantastical. No stranger to sleek and fast robots (he directed “The Gift” from Philips that featured a renegade roboguard in a dystopian future Russia, which was awarded the first ever Grand Prix for Film Craft at the 2010 Cannes Lions), Rinsch immediately had a vision for the dogs.

“We’d said they had to be bigger than typical dog size, we wanted them to feel robotic and metallic, but also very elegant and sleek,” says Anderson. “Right on that very first call with Carl he was like, ‘I know exactly what these dogs should look like.’ He actually already had a drawing, he sent over an initial sketch and we went, ‘That’s exactly what they should look like.’”

“Carl understood inherently that you should have an emotional attachment to these dogs, so when they got to animating the race you really got a sense that these were three distinct characters and you were rooting for one or the other in the race,” adds Jomehri. “That’s a really difficult thing to do when you’re speaking about robotic dogs.”

Given that “Greyhound” is part music video, part ad, it will be distributed across a number of channels. “When it come to our target, music is their number one passion point and they live in the digital space so the campaign is really going to primarily TV and digital,” says Absolut’s Kouchnir. The track will premiere on Pete Tong’s BBC Radio One, and the full-length music video will be distributed to MTV and VEVO. Shorter versions will air on TV with a Shazam for TV integration, taking viewers to the full video. All of this will also drive to http://www.absolut.com/remix and Facebook where fans can remix the track “with the band” and share it with friends.

Kouchnir also says this is the first step in the vodka maker’s new direction of “creating cocktail worlds through the lens of music.” Upcoming artists include U.K. pop artis Dan Black and Swedish rock band Little Dragon, both of which will create original music tracks based on specific Absolut vodkas.

Watch behind-the-scenes footage below.

Advertising Agency: TBWA/Chiat/Day
Chief Creative Officer: Mark Figliulo
Global Creative Director: Sue Anderson
Creative Director : Hoj Jomehri
Art Director: Hoj Jomehri, Jin Park
Copywriter: Sue Anderson
Production Company: RSA
Director: Carl Erik Rinsch
Year: 2012

Coca-Cola (1998/2010) – Modern Print Ads

Posted: July 28, 2011 | Author: | Filed under: Argentina, Australia, Beverages, Brazil, Cannes Lions, Coca-Cola, France, Germany, India, Italy, Japan, New Zealand, Poland, Press/Outdoor, Singapore, Spain, The Nederlands, UK, USA | Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | 3 Comments

Coca-Cola Italia – BLIND BOTTLE


Advertising Agency: Leo Burnett, Milan
Creative Director: Fabrizio Russo
Copywriter: Maria Paola di Stefano
Art Director:Sandro Olivieri
Photographer: Studio Neon
Year: 1998

Coca-Cola Classic – SEALS/PENGUIN



Advertising Agency: Publicis Conseil
Creative Director: Olivier Desmettre
Art Director: Fabrice Delacourt
Photographer: Jeal-Noel Leblanc Bontemps
Year: 1999

Coca-Cola Brazil – TRUCK/HYDRANT



Advertising Agency: McCann Erikson Brazil
Creative Director: Luiz Nogueira
Copywriter: Monica Maligo
Art Director: Jose Luiz Vaz
Photographer: Mauro Risch
Year: 1999

Coca-Cola India – BARCODE


Advertising Agency: Leo Burnett India
Creative Director: KV Sridhar
Art Director:KV Sridhar
Year: 1999

Coca-Cola India – GLASSES


Advertising Agency: Leo Burnett India
Creative Director: Agnello Dias
Copywriter: SM Talha
Art Director: Vijay Kartik
Photographer: Prased Naik
Year: 2001

Coca-Cola New Zealand – ENJOY Campaign




Advertising Agency: Publicis Mojo, New Zealand
Creative Director: Laclhan Mcpherson
Copywriter: Seymour Pope
Art Director: Laclhan Mcpherson
Photographer/Illustrator: Kane Mcpherson/Mike Shepherd
Year: 2001

Coca-Cola Spain – FISH TANK/NEW HOUSE



Advertising Agency: El Laboratorio, Spain
Creative Director: Carlos Holemans/Eduard  Farran
Art Director: Armanda Carbonell
Photographer: Sara Zorraquino
Year: 2002

Coca-Cola Poland – BOOKSHELF/PENCIL



Advertising Agency: McCann Erickson Polska
Creative Director: Damir Brajdic
Copywriter: Katarzyna Orseszek-Korobleuska
Art Director: Arkadiusz Pawlik
Photographer: Jacek Wotowski
Year: 2003

Coca-Cola India – BARBER SHOP/MAN IN THE SHADOW

In India, the word ‘Thanda’ has many meanings. It means ‘cool’, ‘cold’, as well as ‘refreshing’. Any refreshing drink, including soft drinks are also referred to as ‘thanda’. Guests are asked whether they would prefer coffee, tea or ‘thanda’ (something cool and refreshing). Therefore the headline in Hindi (the local language) means “Cool Means Coca-Cola”.


Advertising Agency: McCann Erickson India
Creative Director: Prasoon Joshi
Copywriter: Prasoon Joshi
Art Director: Akshay Kapnadak
Photographer: Altaf Khan
Year: 2003
Gold Lion for the campaign

Coca-Cola India – REFRESHING WIND/REFRESHING BATH/REFRESHING RADIATOR




Advertising Agency: McCann Erickson India
Creative Director: Prasoon Joshi
Copywriter: Prasoon Joshi
Art Director: Akshay Kapnadak
Photographer: Altaf Khan
Year: 2004

Coca-Cola Italia – BOTTLE/KISS



Advertising Agency: McCann Erickson Milan
Creative Director: Alessandro Canale
Copywriter: Valerio Delle Foglie
Art Director: Antonio Mele
Photographer: Marco Ambrosi
Year: 2004

Coca-Cola UK – THE REAL WORLD OF COCA-COLA Campaign






Advertising Agency: Mother, London
Creative Director: Robert Saville/Mark Waites
Copywriter: Yan Elliot
Art Director: Luke Williamson
Typographer: Stephen Allen
Year: 2004

Coca-Cola de Argentina – FACES


Advertising Agency: McCann Erikson Argentina
Creative Director: Martin Mercado/Esteban Pigni
Copywriter: Pablo Romano/Martin Mercado/Esteban Pigni
Art Director: Christian Maselli/Diego Tuya/Denise Rodman
Photographer: Charlie Mainardi
Year: 2004

Coca-Cola, Germany – BLACK


Advertising Agency: Springer & Jacoby, Hamburg
Creative Director: Till Hohmann/Axel Thomsen/Bettina Olf
Copywriter: Birgit Bouer/Florian Kahler
Art Director: Jan Blumentritt
Year: 2005

Coca-Cola, Germany – THOUGHT/DREAM/IDEA


Headline: When a thought stays just a thought nothing changes.

Headline: Live your dream, don’t dream your life.

Headline: When an idea remains merely an n idea nothing changes.

Advertising Agency: Springer & Jacoby, Hamburg
Creative Director: Till Hohmann/Axel Thomsen/Bettina Olf
Copywriter: Menno Kluin
Art Director: Menno Kluin
Year: 2005

Coca-Cola Spain – CLOUDS/SHAME



Advertising Agency: McCann Erikson, Madrid
Creative Director: Marcos Garcia
Copywriter: Marcos Maggi
Art Director: Marcela Augustowsky
Illustrator: Genevive Glaucker
Year: 2005

Coca-Cola Spain – MANDALA/MOON/WAVE




Advertising Agency: McCann Erikson, Madrid
Creative Director: Marcos Garcia
Copywriter: David Moure/Pablo Castellano
Art Director: Javier Wandosell
Illustrator: Javier Wandosell
Year: 2005

Coca-Cola Philippines – VALENTINES


Advertising Agency: McCann Erikson Philippines
Creative Director: Peter Acuna/Carlo Directo/Micky Domingo
Copywriter: Lisa Kahn
Art Director: Che Soriano
Photographer: Jeanne Young
Year: 2005

Coca-Cola Japan – Coke, Please Campaign




Advertising Agency: Dentsu, Tokyo
Creative Director: Tohru Tanaka
Copywriter: Hirokazu Ueda/Satoshi Hanai
Art Director: Kengo Kato
Photographer: Shu Akashi
Year: 2007

Coca-Cola Pacific – SURFER

Advertising Agency: Ogilvy & Mather, Singapore
Creative Director: Sanol Dabral
Copywriter: Neil Flory
Art Director: Alan Vladusic
Year: 2007

Coca-Cola New Zealand – SUMMER AS IT SHOULD BE



Advertising Agency: Publicis Mojo, Auckland
Creative Director: Nick Worthington
Copywriter: Guy Denniston
Art Director: Emmanuel Bougnerers
Year: 2007

Coke Side of Life Campaign – LIQUID SPLASH/COLOUR SPLASH/GUNS/TOGETHER/STRAWS/RAINBOW HAND






Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Al Moseley/John Norman
Creative Director: Rick Condos/Hunter Hindman
Copywriter: Rick Condos/Giles Montgomery
Art Director: Hunter Hindman
Illustrator: Dave Fikkert/Pierre Janneau/Genevieve Gauckler/Spencer Wilson
Year: 2007

Coke Side of Life – COCA-COLA ART GALLERY

In 2006, Wieden+Kennedy Amsterdam has commissioned artists and collectives from around the world to create experimental work for the global “The Coke Side of Life” campaign. The result is a range of original artworks by emerging image-makers as different as Catalina Estrada, Geneviève Gauckler or the Peepshow Collective, … many of whom have gone on to make strong impacts in today’s graphic design & art scene.
The ‘Coca-Cola’ Art Gallery is a collection of images that has been designed by leading artists and designers. They have all depicted their own interpretation of ‘The Coke Side of Life’ philosophy.
The work of the artists reflects various styles, personalities and cultures, and all designs have one thing in common: they are colourful explosions of energy, optimism and happiness.
Throughout its 120-year history, advertising and communication has played a vital role in shaping ‘Coca-Cola’ into an iconic, cultural and timeless brand. Over the years, ‘Coca-Cola’ has continually challenged artists and agencies to create innovative refreshing images.
The diverse backgrounds of the contributing artists and designers, has resulted in a range of images that reflect different cultures and societies. By combining the iconic original glass bottle image with up-to-date illustration techniques and styles, the artists have given rise to a progressive style of visual expression.
‘Coca-Cola’ has always had a strong artistic heritage having been famously interpreted by artists such as Haddon Sundblom, Norman Rockwell and Andy Warhol who have all reflected the social and cultural attitudes of the time.

Live the Coke Side of the Music – VIOLIN/FACES/INSTRUMENTS




Advertising Agency: JWT Brazil
Creative Director:Richardo Chester/Roberto Fernandez
Art Director: Roberto Fernandez
Illustrator: Roberto Fernandez
Year: 2007

Coca-Cola  – CREATED IN 1886

After years of cool marketing campaigns revolving around football, music and latterly computer gaming, the world’s most famous brand is going back to basics. Coca-Cola has been communicating about its product, what’s in it “Nothing artificial. Never had been, never will be” and the product heritage, dating back to 1886 when John Pemberton created his secret formula.

Advertising Agency: Weiden+Kennedy, Portland
Year: 2008

Open Happiness Campaign – BRRR/AHHH/BURP/FIZZZ/PSSST/GULP

“Open Happiness”is an advertising focus building on the award-winning “Coke Side of Life” campaign. The new tag line, seen in this series of print advertisements, will serve as a platform for all integrated marketing for the Coca Cola brand around the world, tying together the pleasure of opening up a drink and the satisfaction of sharing with others. Open Happiness is designed to work at every level, from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase.”






Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Jeff Kling/John Norman
Creative Director: Jorge Calleja/Sue Anderson
Copywriter: Sue nderson
Art Director: Craig Williams/Pierre Janneau
Illustrator: Pierre Janneau
Year: 2009

Open Happines Campaign from Coca-Cola Pacific – BURP/LAUGH LINE/SMILE

This poster campaign introduce Coca-Cola’s new Open Happiness platform to a relatively young audience — locally.
These “bottles” executed in a breezy manner bring out the full flavour of the Open Happiness campaign. The light-hearted messages in the shape of iconic Coke bottles invite the audience “to open happiness” — even without overt Coke branding.



Advertising Agency: Euro RSCG, Singapore
Creative Director: Alfred Wee
Copywriter: Wong Wai Ling
Art Director: Jimmy Kim/Seah Ting Ting
Illustrator: Evan Lim
Year: 2010