Always-artsy Swedish brand Absolut this week unveiled its latest Canadian initiative: a limited-edition bottle designed to celebrate the city of Vancouver and support its arts community.
Part of the brand’s city-themed bottle series, the bottle features a yellow-and-blue sea plane above a depiction of Vancouver’s skyline and an emblematic ‘V’ symbol. Designed by Vancouver artist Douglas Fraser, proceeds from sales of the bottle – up to $120,000 – will go to the Vancouver arts community.
The campaign is being promoted in Vancouver with a series of OOH installations, in place for three weeks, featuring artistic interpretations of Absolut bottles created by local artists Ben Tour, Kale Friesen and Graeme Berglund. The media buy, handled by Carat, includes retail and bar signage, as well as social media marketing on sites such as Facebook.
‘The intent of the Absolut Vancouver campaign is to build this relationship in Canada by bringing together local artists and art-loving public in one of Canada’s most creative communities,’ Kelly Kretz, senior brand manager, Absolut Vodka, told MiC.
The release of the Absolut Vancouver bottle follows a call-to-action released by the brand several weeks ago asking artists to submit their ideas about how they would support the local arts scene if given the money. The top ideas are now being featured on the project’s website, designed by Toronto’s Bstreet, and Vancouverites are being invited to vote for their favourite.
The Absolut website has already gotten 1,500 unique visitors and more than 300 votes, said Kretz. The winning idea will be announced in 2010.
