THE ABSOLUT MIXHIBITION FMCG Absolut Netherlands
THE BRIEF
Absolut wanted to create local relevance for their global brand platform “Born To Mix”, which celebrates the power and diversity of creative expression, with a creator-lead activation.
OUR INSIGHT
When we come together to mix ideas, we discover exciting new perspectives on the world around us. From music to fashion, we looked at the formulas behind unique collaborations between opposing creative styles that are driving hype in today’s fast-moving popular culture.
THE IDEA
Drawing from Absolut’s brand roots in the art world, we paired together distinctive local creators and invited them to collaborate on the production of a one-night-only artistic performance inspired by different Absolut cocktails. The process was documented in a content series, with the performances being debuted at pop-up events hosted at local nightlife venues in Amsterdam and Antwerp.
THE RESULTS
REACH
5.8M people reached across all platforms (217% of KPIs) leading to an overall lift in spontaneous brand awareness in the Benelux region.
VIEWS
3.5M views across all platforms (269% of KPIs) with a view rate above benchmarks.
SENTIMENT
Both events received rapturous feedback from attendees and viewers, with Absolut celebrated for providing support to minority artists and queer nightlife.