Agency TK has been appointed by Absolut Vodka as lead creative agency to launch the brand’s new Limited Edition bottle, Absolut World. Commissioned specifically for the travel retail sector, the bottle has been designed to represent one of Absolut’s key pillars, Global Unity.
TK’s innovative creative campaign, using industry-first technology, aims to engage millennials and bring the global unity message to life. The creative concept celebrates the selfie and brings together people from all over the world in a pixellated mosaic of faces.
Though housed in a web app, the global selfie harnesses TK’s integrated capabilities, taking an omnichannel approach to include touch points both in and outside the duty free space. The campaign will be launched into selected airports across Europe, New Zealand, Australia and Asia throughout May, June and July.
“Absolut World is a strong statement and expression of a world without borders, united in peace, love and friendship,” said Lisa McCann, brand Director Absolut, Pernod Ricard Global Travel Retail. “We’re proud to be bringing the celebration of togetherness to life with TK through technology and a multichannel campaign that showcases Absolut’s brand belief and genuinely connects people around the globe.”
Nik Entwistle, founder of Agency TK, commented: “We are incredibly proud to have been appointed to launch the new Limited Edition bottle and lead Absolut’s first major campaign celebrating this important message. The global selfie is a great engagement tool developed in house at TK and a perfect combination of creativity and technology – we can’t wait to see it live over the summer.”
Established in 2000, Agency TK has offices in Leeds, London and LA, and clients include Henkel, Molton Brown, Johnson & Johnson, Estée Lauder, Accoya, Victoria Gate Casino, BP and Schuh.