Absolute 72 Bian (the word ‘bian' means transformation in Chinese) is the first limited edition bottle designed solely for the Chinese market. The new bottle is designed by young Chinese pop artist Gao Yu, and it refers to the Monkey King folklore. In the story, the Monkey King is able to transform into 72 shapes.
The 350,000 new bottles will debut exclusively in China next month. The digital campaign, run by TBWA Greater China, will activate via Absolut.cn. Ian Thubron, group president for TBWA Greater China, said other creative elements would launch over the next few months.
"Andy Warhol once said that anyone can have 15 minutes of fame. As long as you have the guts and will to transform yourself and your work, the possibilities can be way beyond 15 minutes of fame or 72 transformations," said Gao.
The print executions are courtesy of internationally recognised Chinese photographer Chen Man. Her work is known for being bold and edgy, which fits perfectly with Absolut's image. The Absolute 72 Bian print designs are full of strong colors, computer graphics and of course, beautiful models.
TBWA Greater China won Absolut's digital business following a two-way pitch. TBWA is in charge of all above-the-line duties for Absolut globally.
Richard Cotton, business director of TBWA Greater China, added, "To mark the first limited edition bottle for Absolut in China, we wanted to capture that creative spirit yet make it relevant to a Chinese audience."
Credits:
Project Absolut 72 Bian
Client Pernod Ricard China
Executive creative director Juan Tan
Creative directors Axel Grimald, Gregoire Chalopin
Art directors Jeff Zhang, James Wang, Alex Avis
Copywriter Alvin Wu
Agency producers Elain Qian, Liz Chng
Media agency Carat
Production company Studio 6
Exposure Print, online
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