Absolut
Social Media Movement (Pitch)
The #Absolutists are a social lifestyle tribe, created to showcase the brand's true essence in a region that bans alcohol promotion.
The mandate lay in creating inspiration-fuelled content, engaging young people of the night to create a new breed of social thrill seekers.
​
To take the #Absolutists to the next level, we sought to create a new movement and a new lease of life.
​
With eye-catching content, crisp writing, targeted POS activations and a series of uber-exclusive underground events, we wanted to continue a cultural platform that evoked the iconic Absolut spirit. The #Absolutists had become a mindset that brought together young cultural agents, both online and off, and we were set to continue that tradition with a unique twist.
Agency: Impact BBDO / Proximity
Client: Pernod Ricard Gulf
​
Executive Creative Director: Scott Leder
Art Director: TK Tennakoon
Copywriters: Khadra Mohamed & TK Tennakoon
Social Arousal
​
Welcome to Adventursim - a collision of colour, life & light.
For the second phase of the #Absolutists movement, we proposed an evolution that called for an even wilder imagination. Deliciously audacious animation mixed with delightful manic imagery, garnished with a punch of millennial savvy.
​
Adventurism was designed to be the siren call of the dance floor destroyer.
The Adventionary
​
I wanted to explore a way to bridge the online world with the offline. To do this, I proposed The Adventionary - a series of content defining unusual, exotic and foreign words, all defining the Absolut sensibility. We then printed these on removable labels for the bottles that, when scanned, presented word-savvy #Absolutists with the chance to win the bottle.
The Adventememes
​
Who doesn't love a good LOL? We played the mighty meme our way, mixing the brand's love for art with the #Absolutist's own art of banter.
The #Absolutists Snap Trap
​
For the next bottle launch party, I proposed a geo-targeted Snapchat filter designed to create insatiable FOMO - a lure for those left in lines at rival parties and clubs.
