absolut
Can't Wait for Together #IRL
Capabilities:
And yet, young people - who are more connected virtually than ever before - were reporting record levels of loneliness - even before the impact of the Covid pandemic.
How could Absolut engage this younger audience with a message of hope and optimism?
1.1BN
Impressions
155M+
Video views
99%
Positive and neutral sentiment
Make Absolut meaningful and relevant to 25-35 year olds, a generation with limited awareness and affinity for the brand.
Instead of yet another party drink, we reframed Absolut as an opportunity to take a break from their virtual lives and meet up meaningfully IRL (in real life).
We created a multimedia campaign that told the story of four protagonists: each masters of their own virtual worlds but looking for something more meaningful outside. So they decide to break out from virtuality - because no matter how many followers or hearts you collect, nothing can make up for real-life togetherness.
The global campaign featured four talents of diverse backgrounds who all champion open and honest conversation: Tessa Thompson, American actress, MNEK, British musician, Ricki Ortiz, online gaming star, and Jolin Tsai, Taiwanese singer.
This mammoth campaign featured a vast swathe of social and online content, including a two minute film that mixes animation with live action.
We also created a series of backstory films and posters to put a spotlight on each talents' unique stories.
