Recently Absolut Vodka launched an all new campaign to bring together their brand and linking it with art and contemporary culture. Called 'Transform Today' the campaign features four artists that are breaking boundaries, and transforming themselves as well as their creative disciplines.
According to Absolut their core message is that 'Young adults can "break free from the idea that anything is predetermined and take control of their future," summed up Absolut VP of Global Marketing Jonas Tåhlin. "Absolut has always tapped into the transformative power of art, but...[with the new campaign], we’ll take a more active part in stimulating transformation and pushing the cultural scene forward,” including encouraging young adults to develop their own creative talents, he said.
Two featured artists in this campaign that are influencing the fashion world and changing their lives and they way people think are Woodkid and Yiqing Yin.
Woodkid is a French artist who is constantly transforming himself from illustrator to graphic designer to director and musician. Known for his direction of such pop videos like 'Teenage Dream' by Katy Perry and Lana Del Rey's 'Born to Die' he also designs elegant Gothic pop art that reflect his powerful visual aesthetic.
Yiqing Yin is a French emerging fashion designer who at the age of 26 is already challenging and transforming the world of haute couture. By presenting clothes that feature an airy and lightness to them, Yiqing Yin creates garments that protect and reinforce while at the same time becoming a second skin almost like a protective armor to the wearer. Her collections can be seen on the Haute Couture runway during Paris Fashion Week as well as her ready to wear collections being available internationally. Yiqing Yin has also gained fame and notoriety by her collaborations with such houses as Cartier, Guerlain and Swarovski.
The campaign is meant to be aimed at urban Millennials from the age of 21 to 36 who according to Absoult 'share their creative DNA' as well as those that 'believe that the future is not set in stone -- that they can create their own lives and help shape society'.
The 'Transform Today' campaign features television ads that will run in 30, 60 and 90 second spots that feature all four artists in their element and can be seen on Millennial friendly stations like NBC, ABC, ESPN, AMC, FX and Comedy Central.
All the four featured artists videos are viewable on Absolut's YouTube channel. To view Yiqing Yin video just click the arrow below. For more information about Absolut and the 'Transform Today' campaign please visit Absolut.com or their YouTube channel.
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