Absolut Branded Entertainment: Spike Jonze and Jay-Z

Spike Jonze & Absolut’s free web film features robot love, long wait times but no Absolut
Absolut vodka and agency TBWA/Chiat/Day tapped director Spike Jonze to create a branded short — minus the branding — to premiere at Sundance. The film, “I’m Here,” follows an android who falls in love; the brand associations are attached through other marketing efforts around the film. “This is an emotional expression of the brand,” Absolut’s Anna Malmhake says. “None of us could see what a shot of the vodka would have added.” Anna’s right … but isn’t that the point of “branded” entertainment? The trick is to make sure that there is some link … and its not just an unrelated effort.

The Jay-Z Empire State Explored in Full Absolut Vodka Film
TBWA\New York (OMC) enlisted the directing services of noted music photographer Danny Clinch, who delves into the rapper/mogul’s Empire State of mind and gives us a glimpse at his preparation for a September 11 benefit concert, which took place at Madison Square Garden last year and helped kick off the Absolut Concert Series. Nice to see my old friend Colby in the credits!

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Alcohol: Kraken Rum Gets Integrated, Absolut Goes Logoless, puts you in the Band

The integrated campaign for rum brand Kraken from Brooklyn-based agency Dead As We Know It includes these web films that bring viewers face to beak with the rum’s legendary namesake. The campaign also includes a web site, book and print components.
kraken rum

ABSOLUT Vodka Goes Logoless for a New Campaign
ABSOLUT is going with the ever popular brandless branding for a new limited edition series of bottles. The Swedish vodka maker is going nearly labelless for new campaign against sexual prejudice. The bottles maintain their signature shape, with only a tiny removable sticker at the bottom to identifying alcohol content and volume.

Absolut is one of the brands that some people think better understands the concept of branded content, and this new site for their “Rock edition” vodka bottle, called “You’re with the band”, is another proof of that: a documentary made by Danny Clinch on how’s the life of a rock band such as Wolfmother (site by Great Works)
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