The vodka brand has released avenues for average consumers to participate in an advertising campaign that creates art through movement.
Vodka brand, Absolut, is continuing to develop the Absolut Blank campaign and create more outlets for creativity, now using everyday surroundings and physical movements as inspiration. The integrated campaign, developed by TBWA/Chiat/Day, launched in the UK in July 2011 and aims to inspire a creative movement by inviting artists to express themselves on a blank canvas in the shape of the iconic Absolut bottle.
Now, average consumers can participate in the movement as well. A free app for iOS allows users to capture their surroundings through the Absolut lens, using either the camera function or the microphone. Users can input as many visual and audio stimuli as desired; when they are satisfied with the interpretation, the app applies the design to the Absolut Blank canvas and uploads the creation to the Absolut Blank App Gallery.
To further the campaign, the brand has recently launched Absolut Blank Live. This element of the campaign consists of London-based events where participants select a favorite music track, step inside the Absolut Blank ‘pod’ and dance or simply move. The installation, curated by video director Saam Farahmand, uses motion-tracking technology to apply graphic digital trails to the participant’s movements in real time. The end-product is then applied to the Absolut Blank canvas and displayed on the campaign’s Facebook page. The ten best of these video-portraits will be remixed by DJ Jamie XX and shown at the final viewing party, scheduled for early December.