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.

WE THOUGHT:

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.

WE ACHIEVED:

  • 750M media impressions

  • 2.5M social media impressions

  • 45K drinks served in branded cups

  • 33K new customers to database

  • 15K attendees

  • Gold Winners at Ex Awards

  • Winners of Absolut Vodka "Global Best Practices" Award