{"id":35917,"date":"2020-11-11T06:59:34","date_gmt":"2020-11-11T12:59:34","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=35917"},"modified":"2020-11-11T06:59:34","modified_gmt":"2020-11-11T12:59:34","slug":"absolut-and-bbh-singapore-share-the-spirit-of-real-life-togetherness","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/absolut-and-bbh-singapore-share-the-spirit-of-real-life-togetherness\/","title":{"rendered":"Absolut and BBH Singapore Share the Spirit of Real Life Togetherness"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-35923\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Jolin1.jpg\" alt=\"\" width=\"1000\" height=\"563\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Jolin1.jpg 1000w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Jolin1-300x169.jpg 300w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Jolin1-768x432.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p>From virtual to real\u2014it&#8217;s the direction we need now, and the direction taken by Absolut in this new global campaign from <a href=\"https:\/\/singapore.bartleboglehegarty.com\/\">BBH Singapore<\/a>.<\/p>\n<p>The campaign&#8217;s centerpiece, a two-minute film, features Tessa Thompson, American actress; MNEK, British musician; Ricki Ortiz, online gaming star; and Jolin Tsai, Taiwanese singer.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/u5sEat3zZZE?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>The film was brought to life by the animation duo and partners at Psyop, Todd and Kylie. BBH also worked with Stink and The Marketing Arm on the campaign who were instrumental in procuring and contracting all of the talent, as well as licensing the music track for the film &#8211; Dreams Today by <a href=\"https:\/\/efterklang.net\/\">Efterklang<\/a>, a Danish band.<\/p>\n<p>BBH Creative Directors Nikhil Panjwani and Gaston Soto said, \u201cHaving grown up with Absolut posters on our bedroom walls, the opportunity to relaunch this iconic brand is a dream come true. The new platform of <strong>#togetherIRL<\/strong> feels highly relatable with a hyper-connected, yet disconnected Gen Z. And in times like these, it makes us truly appreciate the importance of simple things, like sharing a drink with a friend.\u201d<\/p>\n<p>Tad Greenough, Chief Creative Officer at The Absolut Company, said &#8220;This new campaign marks the beginning of a new chapter for the Absolut brand. The desire and need to break free &#8211; to venture beyond the screen back into the real world, where real-life togetherness creates the ultimate and most intimate connectivity &#8211; is in all of us now, but especially in Gen Z.&#8221;<\/p>\n<h2>Absolut Gen Z<\/h2>\n<p>In fact, people of all generations require togetherness. Nevertheless, it is true that Gen Z is battling through some tough times. In a March 2020 Pew Research Center survey, half of the oldest Gen Zers (ages 18 to 23) <a href=\"https:\/\/www.pewsocialtrends.org\/essay\/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far\/\">reported<\/a> that they or someone in their household had lost a job or taken a cut in pay because of the outbreak. This was significantly higher than the shares of Millennials (40%), Gen Xers (36%) and Baby Boomers (25%) who said the same.<\/p>\n<p>Another truth: not all of the members of Gen Z are old enough to legally drink alcohol. Due to this fact, alcohol brands typically do not overtly pitch teens. This tension exists side-by-side with the desire to &#8220;get &#8217;em in the franchise&#8221; early.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-35918\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Tessa-BreakthroughAlt.jpg\" alt=\"\" width=\"808\" height=\"317\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Tessa-BreakthroughAlt.jpg 808w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Tessa-BreakthroughAlt-300x118.jpg 300w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/Absolut-ItsInOurSpirit-Tessa-BreakthroughAlt-768x301.jpg 768w\" sizes=\"auto, (max-width: 808px) 100vw, 808px\" \/><\/p>\n<p><strong>CREDITS<\/strong><br \/>\n<strong>The Absolut Company<\/strong><br \/>\nVP Marketing: Charl Bassil<br \/>\nChief Creative Officer: Tad Greenough<br \/>\nHead of Brand Creative: Sina Neubrandt<br \/>\nMarketing Manager: Filip Kiisk<br \/>\nSenior Brand Manager: Ylva Lundberg<br \/>\nBrand Managers: Maxime Henain, Oscar Danielsson, Hedda Helgesen<\/p>\n<p><strong>BBH<\/strong><br \/>\nGlobal Leadership: Joakim (jab) Borgstrom, Adam Arnold<br \/>\nSingapore Leadership: Sascha Kuntze, Sid Tuli<br \/>\nCreative Directors: Gaston Soto, Nikhil Panjwani<br \/>\nCreatives: Stephanie Gwee, Sid Lim, Avril Chua<br \/>\nBusiness Leadership: Lynette Chua, Grace Lee, Alicia Tiong, Paisley Wright, Fran Suffling, Marina Atanassova, Lauren Gillies<br \/>\nStrategy: Lilli English, Faraaz Marghoob, Aarohi Dhir<br \/>\nProduction: Wendi Chong, Wendi Chong, Wendi Chong<br \/>\nBlack Sheep Studio: Eddie Jackson, Sally Liu, Eva Loo, Sok Wah Leow, Lee Adamson, Christopher Leow, Pang Wei Fong, Tammy Quah<\/p>\n<p><strong>PSYOP<\/strong><br \/>\nDirectors: Todd Mueller and Kylie Matulick<br \/>\nProducers: Justin Booth-Clibborn, Joe Maggiore, My Linh Truong, Noah Goldsmith, Andrea Panda, Michael Schlenker<\/p>\n<p><strong>Stink<\/strong><br \/>\nAndrew Levene, Fran Thompson, Kelly Brown<\/p>\n<p><strong>The Marketing Arm<\/strong><br \/>\nMick Carter (Manchester), Sorcha Collister (London), Valerie Holmes (Chicago), Maggie Qu (Shanghai), David Wales (Dallas)<\/p>\n<p><strong>Photographers<\/strong><br \/>\nGL Askew II, Conor McDonnell, Sean Marc Lee<\/p>\n<p><strong>Production Partners<\/strong><br \/>\nBauie Productions (LA), Butter Music + Sound (LA), Episode Films (Taipei), Fuse Adventures in Audio (Singapore), Illusion CGI Studio (Bangkok)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From virtual to real\u2014it&#8217;s the direction we need now, and the direction taken by Absolut in this new global campaign from BBH Singapore. The campaign&#8217;s centerpiece, a two-minute film, features Tessa Thompson, American actress; MNEK, British musician; Ricki Ortiz, online gaming star; and Jolin Tsai, Taiwanese singer. The film was brought to life by the [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":35921,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,127,194,38],"tags":[],"class_list":{"0":"post-35917","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advertainment","8":"category-creative-review","9":"category-food-and-beverage","10":"category-lifestyle-marketing","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Absolut and BBH Singapore Share the Spirit of Real Life Togetherness - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/absolut-and-bbh-singapore-share-the-spirit-of-real-life-togetherness\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Absolut and BBH Singapore Share the Spirit of Real Life Togetherness - Adpulp\" \/>\n<meta property=\"og:description\" content=\"From virtual to real\u2014it&#8217;s the direction we need now, and the direction taken by Absolut in this new global campaign from BBH Singapore. 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