Absolut breaks digital barriers

Introducing their new brand platform 'It’s In Our Spirit', Absolut has launched a new global campaign that looks forward to a time when being #togetherIRL is safe again. 

The ambitious global campaign, created by BBH Singapore, features four talents of diverse backgrounds who all champion open and honest conversation: American actress Tessa Thompson; British musician MNEK, online gaming star Ricki Ortiz, and Taiwanese singer Jolin Tsai. 

Each of them are outspoken representatives of their communities, and the campaign aims to remind Generation Z and Millennials that, no matter how popular you are online, nothing can replace real human connections.

The mammoth multimedia campaign features the above two-minute film that mixes animation with live-action. The film was directed by Psyop's Todd Mueller and Kylie Matulick and is a story of the four protagonists, who are masters of their own virtual worlds, but who are looking for something more meaningful outside of their online existence.

“Having grown up with Absolut posters on our bedroom walls, the opportunity to relaunch this iconic brand is a dream come true," said BBH Creative Directors Nikhil Panjwani and Gaston Soto. "The new platform of #togetherIRL feels highly relatable, with a hyper-connected yet disconnected Gen Z. And, in times like these, it makes us truly appreciate the importance of simple things, like sharing a drink with a friend.”