WE WERE ASKED:
Once a leader in art & creativity, the spirit brand had lost cultural relevance and its edge to truly engage a new generation of consumers...so ABSOLUT asked Giant Step to re-establish them as a relevant vodka brand amongst the 21-29 year-old creative class, playing off the brand’s history in art and music.
Giant Step conceptualized and executed “ABSOLUT X”, a brand owned 360-experiential platform bringing together music, art, & cocktails. OUR PROGRAM ANCHORED AROUND six LARGE TENTPOLE EVENTS IN THE FORM OF MASQUERADE BALLS FOR 2,000+ GUESTS.
THE 18 MONTH PROGRAM INCLUDED:
SERIES OF 6 EVENTS IN MAJOR US MARKETS
SYNDICATED VIDEO SERIES
MICROSITE & CONTENT STRATEGY
SOCIAL MEDIA DRIVEN CONTESTS
ACTIVATIONS AT FESTIVALS & ON PREMISE
NATIONAL MEDIA PARTNERSHIPS
To truly bring this complete vision to life, Giant Step:
EXECUTED ALL DESIGN, FABRICATION, EVENT PRODUCTION INCLUDING VENUE SCOUTING, PERMITTING, STAFFING, TRAINING AND HIRING OF VENDORS IN EACH MARKET.
CURATED, NEGOTIATED AND ANd manAGED ALL MUSIC AND CREATIVE TALENT INCLUDING: GRIMES, NICK CAVE, BLOC PARTY, SANFORD BIGGERS, SANTIGOLD, QUESTLOVE, AND WALK THE MOON.
DRINK EXPERIENCE HIGHLIGHTED ABSOLUT’S HERO DRINKS & UNIQUE LOCAL CREATIONS BY MIXOLOGISTS.
IDENTIFIED & ENGAGED RESPECTED MIXOLOGISTS JOHN LERMAYER, LYNN HOUSE AND KEITH WALDBAUER.
750M media impressions
2.5M social media impressions
45K drinks served in branded cups
33K new customers to database
Gold Winners at Ex Awards
Winners of Absolut Vodka "Global Best Practices" Award