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. Continue reading