With the first significant campaign in Germany since the company’s take over by Pernod Ricard, ABSOLUT VODKA is re-focussing on it‘s creative DNA. The world‘s largest photo exhibition in Cologne, Hamburg and Munich gives the audience of the brand a unique interpretation of the creative collaboration between rock photographer Danny Clinch and the rock band Wolfmother: IN AN ABSOLUT WORLD YOU‘RE WITH THE BAND.

Lichtstrasse in Cologne

In an interview with German trade-magazine HORIZONT Christian Seel, Marketing Manager for ABSOLUT in Germany, commented on the decision to rethink the former media mix, especially the departure from TV: „All other premium vodka brands are on TV, but we wanted to differentiate ourselves through creative thinking and behavior.“ He continues, „We are not convinced to be able to connect with our audience on TV. We want to be more efficient.“

The exhibition won’t happen in print ads or on traditional OOH poster-sites. Rather, the stars of the show are multiple 2,500 square-feet XXL posters on display throughout the selected cities, in the open space and not in a closed of museum. Flyers distributed in bars and restaurants point the audience to the exhibition, and iPhone users can listen to a mobile audio guide directly on their phone, including original comments by the photographers. All others can download an audio guide direct from the ABSOLUT website, to which an interactive banner campaign directs additional fans.

If you cannot travel to Cologne, Hamburg or Munich, make sure you check it out on the web.

If you have any comments please email Ulrich Proeschel.