Absolut appoints Sid Lee to create experimental new ad campaigns

The Absolut Company has appointed Canadian advertising agency Sid Lee to spearhead new, experimental, creative campaigns throughout 2013.

Absolut Unique design Sid Lee

Absolut Vodka’s marketing campaigns have historically been known as some of the most innovative in the spirits industry, featuring quirky adverts and limited edition bottle designs, the most recent of which was the creation of 4 million uniquely designed bottles.

Sid Lee, whose previous work has included projects for Adidas Originals, Red Bull and Cirque du Soleil, has been tasked with leading numerous global agencies in the creation of a new brand communication platform, which will aim to ‘recruit new consumers from around the world through experiences – real and virtual’, along with new advertising, branded content, digital and experimental work.

“Absolut Vodka has built a reputation as one of the world’s most creative brands, constantly pushing boundaries in the world of contemporary culture,” said Mathias Westphal, global brand director of Absolut Vodka.

“From collaborating with artists to supporting the LGBT community, Absolut Vodka has always dared to be among the first. Sid Lee’s work will amplify that leadership, moving from the world of telling stories to creating experiences at the bleeding edge of culture that inspire and engage its consumers.”