Absolut moves into animated marketing
The Absolut Company is venturing into animated marketing with a new project in partnership with graphic artist Rafael Grampá.
Absolut has partnered with graphic artist Raphael Grampá to launch a new animation marketing project
Titled ‘Next Frame’, the collaboration allows consumers from across the world to input in the plot of a new graphic novel created by Brazilian artist Grampá.
Once the story is complete, Asolut will work with Grampá to create a crowd-sourced animated film.
‘Next Frame’ is part of the brand’s global campaign, ‘Transform Today’.
Jonas Tåhlin, Absolut vice president of global marketing, said: “With the launch of Transform Today, Absolut announced that it would be changing the way it works with artists. Next Frame is the first outcome of that promise.
“Grampá’s unique style of illustration has already distinguished him within the graphic novel community, but we wanted to give him an opportunity to transform his craft even further, allowing for new creative opportunities.”
Tåhlin added that this new project is a three-way collaboration, “with Grampá creating the world and characters of the story, online users shaping the direction, and then Absolut and Grampá working together to create an animated film”.
The project is said to build on the ‘Transform Today’ ethos of ‘the future is not a given, it’s yours to create’ and also draws on Grampá’s success story.
“I am always looking for ways to transform my work. With Next Frame, I have a chance to do something I’ve never done before by co-writing the story with users online, and also by turning the illustrated story into my own animated film,” said Grampá.
“It’s a very exciting project, and I am happy to be working with a brand that allows me to try new things in the way I work.”
The story will be introduced on social media on 3 February, when users can decide the route of the story at crucial moments.
After each decision, Grampá will create the next piece of the story, inventing new places for the characters to explore
After two weeks of online collaboration, the final film will premiere at the Made gallery in Berlin, Germany, on 15 March.
Earlier this month, The Spirits Business reported that Absolut had dropped the words “Country of Sweden” and “Vodka” from its logo under the belief it was “so iconic”.
