With Andy Warhol’s iconic interpretation of the ABSOLUT bottle, ABSOLUT introduced the world to modern creative collaboration between artist and brand. Through exclusive back cover print placements; direct mail in the form of 3 dimensional gifts; and the complete outdoor domination of the city of Las Vegas ABSOLUT also became synonymous with premiere and pioneering media. ABSOLUT had created a model – but over time, other brands began to follow.

They needed to find a new way to speak to their creatively-minded target, by rethinking media and content. ABSOLUT needed to return to what made the brand famous.

Our first collaboration was with visionary filmmaker Spike Jonze. Our objective was to create a legitimate film, not an advertisement, that would push the definition of “branded content.” We knew it would be critical to apply an unconventional, integrated media approach, a Hollywood film release strategy, to accomplish this.

'I’m Here' was a touching short film that told the story of ABSOLUT’s brand philosophy – how creativity can transform our world.

In support of our film promotion strategy, trailers debuted online to generate buzz. Guerrilla stickers and film posters were showcased as painted walls and wild postings. Songs from the film were released on iTunes and online. The film was entered into Sundance, and received the honour of opening the festival – a first for a short. It was also screened on Canal + the French premium television channel, at the Berlin and Istanbul Film Festivals and at Paris Fashion week.ABSOLUT also created media by launching film screenings in 10 countries for thousands of global viewers. A multimedia collectors edition was published to capture the collaboration and promote the film through a book/CD/DVD release. A virtual 'cinema' was also revealed – allowing an even wider audience to experience the film.

ABSOLUT BOSTON became the #1 selling SKU of all ABSOLUT launches & #1 in sales for the spirits category.

Regional leadership was re-established with improved sales & brand affinity:• Regional off-trade reorder rates exceeded ABSOLUT’S top selling flavor, tripling case shipment goals.

• Regional long-term volume was gained for the overall portfolio, with 50% of the target buying ABSOLUT as a result of trying BOSTON.

• Velocity rates throughout the country suggest success in distant markets, including Texas.

BOSTON garnered 118 stories for 17,856,002 media impressions, PR pickup of 358 stories for 138,679,002 media impressions, & 12,700 Facebook fans.