Absolut Art Resistance
Client / Year
Absolut
Nov 2017
Role
Creative Direction
Video Scripts
About
For several years, Absolut remained silent in Brazil. To change that, it needed to awaken and reconnect with its brand lovers, strengthening the bonds with its essential brand advocates and advocates of causes. Throughout its history, Absolut has always stood alongside artists who believed in using art as a driving force to propel the world forward. Building upon this well-established ideal of the brand, we continued the artistic legacy and went even further. The video below was our first step into this new chapter for Absolut in Brazil, we called PERMISSION TO PLAY.
After establishing our presence with the local audience, we embraced a cause that requires increasing support and visibility while being closely aligned with Absolut's commitment to resistance. In 2017, we supported those who resist, giving voice to new artistic expressions that break down barriers imposed by intolerance. With Linn Da Quebrada - a transgender singer with a powerful voice within her community - and As Bahias e a Cozinha Mineira - a transgender duo - we released the original track "ABSOLUTAS" along with an exclusive music video.
To launch the song and music video, we organized a party in downtown São Paulo featuring performances and the presence of all the artists involved in the project. Society got to know the faces that were hidden behind intolerance. And against all odds, Absolut resisted.
The Mural at MINHOCÃO
To increase visibility around the cause, a 46-meter mural was painted by Patrick Rigon and Renan Santos on the Minhocão, the largest open-air art gallery in Latin America.
The campaign gained international recognition: in 2018, we were the only Brazilian entry on the shortlist for Cannes Lions in the Entertainment for Music category and won Silver at the Wave Festival in Rio in Branded Content & Entertainment. Additionally, our mural was shortlisted in the Outdoor category.
