Absolut Vodka continues
to drive awareness
amidst a global pandemic
To help Absolut tackle one of its industry’s toughest challenges, the Covid-19 alcohol ban, we created a media engagement plan that involved live streamed masterclasses featuring some of South Africa’s top talent. This resulted in strengthened media relationships, credibility and media coverage.
STORY
During this global pandemic, the arts and creative services sector have been hit hard by the national lockdown, compounded by limited support from the government, leaving a growing number of creatives with fewer income streams.
For Absolut, there was no choice but to get involved and help the sector in whatever way it could. After all art and creativity have been engraved in the Absolut DNA – from its groundbreaking collaboration with Andy Warhol in 1986 right through to Absolut One Source Live – which reimagined African creativity.
SOLUTION
Total Exposure was tasked with putting together a media and consumer plan that ensured that Absolut Vodka remained top of mind through weekly IG Live chats with some of the industries brightest graphic designers who were asked to create artwork that spoke to their creative journeys and weekly tailored content pieces shared with lifestyle media.
Hosted by two of design’s brightest stars, Trevor Stuurrman and Karabo Poppy, the series gave immaculate insights into the creative process and interesting journeys taken to get where they are.
The designers participating in the masterclasses were Keith Vlahakis, Russell Abrahams, Lauren Mitchell, Seth Pimenel, Nikiwe Dlova, Zhi Zulu, Leigh le Roux and Ennock Mlangeni. Keith, a Letterer, Illustrator, Street Artist, Pop Artist and all-round creative genius who puts the ‘alpha’ in the alphabet, shared how the current pandemic has allowed him to dig deep into his creativity. For him being confined indoors has not been that bad, allowing him to connect with his inner voice, “Inside is not the middle of nowhere, it is in the middle of everything,” he said.
The 8 artworks created during these masterclasses were repurposed and gifted to friends of Pernod Ricard who have worked with their various brands and included stars like JR, Tshepi Vundla, Kevi Kev, Somizi, Precious The Planner, Kwesta and Lebo Lukewarm.
RESULTS
The campaign resulted in a reach of 1,009,500 across print, online and broadcast media. The weekly IG Live episodes garnered 800 views across the campaign which consisted of friends of the brand, creatives and media.