ADVERTISING

Description

As a leading ambassador for a diverse night life, Absolut drives its commitment to a non-discriminatory party culture. By embracing the narrative “We are all born to Mix” Absolut aims to bring people together, raise awareness about diversity, broaden perspectives and encourage respect within the Austrian society. By addressing relevant social issues and establishing brand core values such as openness and inclusion, Absolut wants to create a deep emotional connection with its audience and gain positive media coverage to enhance the brand’s credibility and its commitment to social causes.

Vienna’s Kunsthistorisches Museum is a globally renowned attraction and art collection. Among its exhibited artworks, the largest painting on display and one of the most important depictions of festive culture is “The Feast of the Bean King”. It lacks any kind of diversity or representation, serving as a symbol of exclusion instead. To change this narrative and rewrite history, Absolut collaborated with artist Tyron Egbowon and DEI advisor Leni Charles to create a new and diverse interpretation: the “Feast For All”. Within weeks of work and dedication, the traditional image of a white supremacist society was transformed with representative ambassadors of diversity and inclusion from various backgrounds. The painting was on display at the Kunsthistorisches Museum for several weeks, symbolizing diversity. Using AI, visitors were able to bring the painting to life, learn about the portrayed experiences with discrimination and interact with the public installation on a deeper level.

This professional campaign titled 'Feast for All' was published in Austria in November, 2023. It was created for the brand: Absolut Vodka, by ad agency: Demner Merlicek & Bergmann / DMB.. This Digital, Experiential, and OOH Outdoor media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 3 months ago by PR Manager: Janina Schwarz of Demner, Merlicek & Bergmann / DMB..

Credits

Advertising Agency: Demner, Merlicek & Bergmann / DMB., Vienna, Austria
Managing Director: Marcello Demner
Executive Creative Director: Alistair Thompson
Executive Creative Director: Sebastian Kaufmann
Creative Director: Lea Vukovics
Creative Director: Anna Repitsch
Client Management: Oliver Weiß
Client Management: Nathalie Piticov
Copywriter: Ann-Kathrin Buche
Copywriter: Malik Lebbihiat
Graphic Designer: Lena Wenzel
Graphic Designer: Martina Piniel
Graphic Designer: Tibelia Kurtaran
Motion Designer: David Bastawros
Editor: Lukas Rossmanith
Digital Concept: Stefanie Hübel
Influencer Management: Magdalena Novak
PR Manager: Janina Schwarz

Artist: Tyrone Egbowon
DEI-Advisor: Leni Charles
Film: Christoph Maleh

Digital Production: Artivive, Vienna, Austria
Communication: massgeschneidert, Vienna, Austria

ADVERTISING

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