Absolut celebrates the latest iteration of Absolut Nights – the next step of the brand’s Transform Today™campaign – dedicated to inspiring consumers to push nightlife conventions beyond their limits. A short film featuring a never-before-heard track from electronic music duo, Empire of the Sun, leads the campaign by showcasing real experiences of Absolut nightlife. Inspiring consumers to reinvent their own night out, Absolut has launched Absolut Spark, a new limited edition illuminated bottle.
“At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out, ” said Joao Rozario, VP of Marketing, Absolut. “By infusing the unexpected into the ordinary, Absolut Nights aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like. ”
Absolut Nights was launched with a global series of one-of-a-kind events (in New York, Sao Paolo, Berlin and Johannesburg) that use the night as a creative canvas, inviting audiences to play inside unique artistic experiences. Over the course of four weeks, Absolut collaborated with artists (Vita Motus, Charles Gadeken, Studio XO and Marianna Krawczyk) that are pushing the boundaries of their field and worked with them to transform one element of the night at each event – Light, Dance Floor, Style and Persona. Each event featured a different artist who reimagined a traditional nightlife convention – from over-sized, inside-out disco ball to pyrotechnic-triggering dance floors – to create a collective rush of adrenaline for event attendees. The result was four unique events, which pushed the boundaries for what partiers should expect from a night out.
The experiences were filmed by Grammy-winning director Melina Matsoukas, who honed an expertise of capturing live events by working with the world’s top musicians. The film content invites viewers inside the incredible world of Absolut Nights, showcasing how the individual artists transformed the night in ways no one has ever have imagined before.
In Johannesburg, Absolut collaborated with Charlie Gadeken, the fire artist responsible for many of Burning Man’s most awe-inspiring kinetic sculptures, allowing 200 Johannesburg partiers to play inside this unique artistic experience. In a once-in-a-life-time opportunity, Gadeken’s custom art installation captured the energy of the night and the crowd by transforming it into a pyrotechnical frenzy, triggered by the audience movement.
In a remote desert location, a mirrored cube was flanked with row after row of pyrotechnics. When the guests start dancing inside the cube, the fireworks reflected and heightened the energy of the experience. As the night reached a fever pitch, explosions created a shimmering shape and the unique landscape was engulfed in smoke, sparks and color. From inside the cube, the audience experienced the beauty of pandemonium that they helped to create.
In Sao Paulo, Absolut invited seventy-five partiers to become someone else for just one night. Upon entering the Victor Hugo mansion, attendees of this one-night-only artistic experience were given a new identity, complete with a persona, a story, and a handmade costume customized for each character. Created in collaboration with acclaimed videogame writer Marianne Krawczyk, the experience transformed her skill of creating interactive environments by bringing one to life as an immersive environment in which the greatest partiers in history converge at a party for the ages.
In Berlin, Absolut combined high fashion and high tech in the jungle with laser couture (created by Studio XO) and joined forces with the fashion/technology designers to offer a transformational and interactive nightlife experience at Kraftwerk, the iconic representation of Berlin’s industrial history, giving the city a never before seen collaborative celebration. As the third event in the global Absolut Nights series, Absolut invited 200 Berliners to play inside a unique artistic experience created at the intersection of nightlife and nature.
The audience stepped into a world challenging the conventions of contemporary design, and pushing the boundaries of nightlife in the unification of industrial, technological and naturalistic elements brought together at this spectacular venue. Asking audiences to break free of their expectations of a night out, the experience presented natural elements, which was juxtaposed with a club lighting like never before seen. By providing select attendees with bespoke outfits made with fabrics embedded with lasers and mirrors, each one designed by Studio XO, the experience allows participants to become a integral part of the transformation and artistic experience.
On the Red Hook waterfront in Brooklyn, Absolut invited 800 New Yorkers to become part of an artistic experience that will transform the night and skyline through light. To bring this experience to life, Absolut partnered with the multi-disciplinary design firm Vita Motus to create an installation that reimagined the New York skyline through an interactive light spectacle. While spectators along the river in Brooklyn, Manhattan, and New Jersey were able to watch this transformation of the night, only the guests inside were treated to a fully interactive environment, where no detail has gone unconsidered. With lights, sound and drinks interactively connected, Absolut and Vita Motus are transforming their creative vision into an experience that breaks from the status quo, and raises the bar for what to expect from a night out.
“Absolut has a long-standing passion for creativity, and has collaborated with artists for decades. Absolut Nights continues that tradition by bringing the creative vision of artists directly into a night out, allowing them to transform the night beyond the ordinary”, says Nodjame Fouad, Director of Storytelling at Absolut. “By using the night as the canvas, we made our mark on nightlife through creativity, raising the bar of what to expect from a night out.”
Footage captured from the four real Absolut events around the globe sets a dynamic backdrop for the brand‘s latest short film and serves as the creative featured in Absolut’s new TV advertising, appearing on late-night TV, cinemas and beyond. Placing real consumers and nightlife enthusiasts in the spotlight, the short film features a never-before-heard track from the electronic music duo, Empire of the Sun.
“My vision for the film was to capture the energy and excitement of these real experiences, creating a story which takes the audience on a journey into Absolut Nights. Each event explored the intersection of creativity and nightlife in incredible ways, so I wanted to ensure the film did justice to the experiences, embracing every detail that went into creating events,“ said Matsoukas.
“Our music is about more than just being memorable – we aim to make music that transcends and takes you to another dimension, creating an experience beyond the earth and out of the ordinary that sticks with you long after the night is over, much like Absolut Nights”, said Luke Steele and Nick Littlemore of Empire of the Sun.
To further celebrate Absolut Nights, the brand is giving consumers the chance to #SparkYourNight with the new Absolut Spark bottle – a limited edition, illuminated bottle of original Absolut Vodka. Featuring a multi-faceted bottle with a light that shines through the bottom, Absolut Spark gives consumers the ability to shine a new light on their nightlife rituals for up to eight hours. The Absolut Spark bottle is currently available nationwide.
Now through August 15, Absolut is offering consumers the chance to win an unforgettable nightlife experience with a three day, two night trip to California to attend the next Absolut Nights experience, Absolut House Party. For more information, consumers 21 and over are invited to visit AbsolutSummer.com.
Get inspired and experience Absolut Nights by watching the new television commercial and listening to the never-before-heard Empire of the Sun track at YouTube.com/Absolut, visiting Absolut.com/Nights to see how Absolut continues to re-imagine and reinvent nightlife and joining the conversation on Instagram,Facebook or Twitter using #AbsolutNights.