Absolut Vodka
Art Resistance
2018 Cannes Lions - Shortlist - Entertainment for Music / 2018 Wave Festival in Rio - Silver - Branded Content & Entertainment / 2018 Wave Festival in Rio - Shortlist - Outdoor /
2018 Cannes Lions - Shortlist - Entertainment for Music / 2018 Wave Festival in Rio - Silver - Branded Content & Entertainment / 2018 Wave Festival in Rio - Shortlist - Outdoor /
Historically, Absolut always supported artists that used their work to push the world forward.
We created the next chapter in this story.
First of all: we chose a really important cause to give it's place in the spotlight, one that needed (still needs, in fact) urgent support and visibility: Brazil is the country where the most transgender people are killed each year.
Then, we partnered with powerful voices in the trans artistic community, artists that were fighting intolerance with their voices: Linn da Quebrada and As Bahias e a Cozinha Mineira. We released the original track “Absolutas” along with an exclusive music video and a 160 FT. mural in the biggest open art gallery of Latin America.
Permission to Play
For quite a few years, Absolut had been silent in Brazil. In 2017, the brand saw that their image as a connector of progress in society and their artistic presence was fading, as the general public perceived Absolut basically as another brand of premium vodka.
To change that, they needed to come back and reconnect the brand with Brand Lovers while also bringing back their historical artistic presence as a brand that always supported important causes.
So, before we started our Resistance movement, we needed to remember the public that we have a long history of supporting art. And then came these videos:
The Music Video
The Mural
To gather even more attention to the cause, we partnered with Instagrafite to create a 160 FT. mural (46 meters), fully hand-painted by Patrick Rigon and Renan Santos, on the biggest outdoors art galley of Latin America, the Minhocão. It became a hotspot to visit and it is now a part of São Paulo’s Free LGBT Walking Tour.
The mural became this project’s biggest legacy, a gift for the city and a daily reminder for society during the 2 years of exposition.
Recognition
2018 Cannes Lions - Shortlist - Entertainment for Music (only brazilian work running)
2018 Wave Festival in Rio - Silver - Branded Content & Entertainment
2018 Wave Festival in Rio - Shortlist - Outdoor
My Contribution
Creative Direction
Contributors
CCO: Lucas Mello
Creative VP: Mauro Silva
Creative Director: Isabella Pipitone, Felipe Drummond
Art Director: Felipe Drummond, Daniel Achucarro, Giulia Ferrarezi, Rogério Castro
Copywriter: Isabella Pipitone, Caio Magalhães Scaranari, Felipe Hohagen, Will Viscaíno
Planning: Vivian Jung, Rafael Basso
Social Media: Ana Kawata, Gabriel Cadete, Pamela Medeiros
Agency: ℓiⱴε (formerly LiveAD) (São Paulo)
Year: 2017