Absolut Extrakt - It's hard to explain
Client / Year
Absolut
Mai 2018
Role
Creative Direction
About
Absolut Extrakt is a unique spirit that defies categorization. It's not quite vodka, nor is it strictly gin, but it offers a refreshing and subtly spicy flavour profile. Confusing, isn't it? That's why we took the initiative to create a dedicated customer service center, aimed at unravelling the complexities and intricacies of Absolut Extrakt. In the challenge of defining what Extrakt is, we built our campaign around this very definition challenge. And we invited people to translate what Absolut Extrakt is.
We launched the mystery of Extrakt in grand style: at Lollapalooza.
That green telephone from the campaign video also appeared in major bars in São Paulo. To try and hear an official explanation of what Extrakt is, people could call a special call center where various "experts" from the film attempted to help translate what Extrakt is.
But wee went the extra mile by establishing a real "0800" phone line (Brazil's official toll-free phone number), where callers had the opportunity to engage with each of the captivating characters from our campaign. The audio clip below provides a demonstration of the delightful interactions that took place when people called. Get a taste of the unique experience that awaited our callers.
In the challenge of defining what Extrakt is, we built our campaign around this very definition challenge.
