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:

•  250M 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