Budding South African artists are sure to be inspired and amazed by Absolut Vodka’s latest offering launched on www.facebook.com/AbsolutSA.
“Absolut Vodka has always had a deep association with art and creativity around the world,” says Ryan McManus, Executive Creative Director at NATIVE, the agency heading the campaign. “Absolut needed to launch the brand into South Africa and the association with South African art was a natural entry point.”
The campaign, which is housed on the brand’s Facebook page, showcases four prominent South African artists. It also enables young artists to express themselves by providing a unique tool to showcase their own ideas and use the Absolut brand in an inspiring and original way.
To launch the campaign, four renowned artists created four uniquely beaded artworks that serve as sleeves wrapped around Absolut Vodka bottles.
“We sought out artists who had a unique style that could be translated into a beaded artwork. Our choices were Dan Halter, Pierre Fouché, Athi-Patra Ruga and Cameron Platter, whose completed artworks are featured on the Absolut Vodka SA’s Facebook page,” explains McManus. Fans are able to view behind the scenes into the making of the artworks via a series of short films bringing the audience a richer content experience.
The fifth bottle is an invitation for fans of the Absolut community to create their own piece that reflects their own creativity. Fans can do this by using a custom built tool that converts images and artworks into beaded masterpieces, and by doing so, contribute to the campaign and celebrate the heritage and creativity of South African craft. The best submitted design, decided by the Facebook Community, will be made up and exhibited alongside the four original artworks. This provides a unique opportunity for aspiring creatives and artists to showcase their talents.
The project is also aligned to social upliftment and the NATIVE team worked closely with Monkeybiz, the company responsible for converting the artwork into beadwork, utilising the skills of disadvantaged women in Cape Town.
“Marketers are no longer the sole proprietors of their brands,” says Jason Xenopoulos, CEO of NATIVE. “Today, brands are co-owned by consumers. Absolut Vodka recognises this fact and embraces it. NATIVE is proud to have been part of this exciting campaign. It is a testimony to our mantra of creating purpose driven work that lives in people’s lives.”