Absolut Mandrin

Leveraging English actress Kate Beckinsale as an icon, the brand print campaign (photographed by Ellen Von Unwerth for print advertising) contains an iconic female walking amongst a miniaturized set of a lush tropical urban land filled with citrus.

The look-and-feel from the print campaign was leveraged across digital and broadcast, including a ‘behind the scenes’ video that was shot, edited, and affected to appear as a seductive sneak-peak video: the filming of Kate Beckinsale as she gingerly tiptoes amongst orange slices and a bottle of Absolut Mandrin as if she were Tarzan in the Jungle or King Kong in NYC.

Women have a stronger awareness of Absolut Vodka than men, so this campaign tapped into the male demographic to increase their perception of the brand, by leveraging the sex appeal of Kate Beckinsale.

As a way of augmenting the behind the scenes video, and to reinforce the mandarin orange essence, a 3D/CGI Absolut bottle and oranges were composited within the scene in a life-like manner. Jitter, noise, and graphics were added to the final film, giving a low-fi feel, as if the film was a “sneak peek” at Kate Beckinsale on-set.

Campaign Activations Included: Print advertising (male-demographic), OOH / NYC subway wild postings, online video, viral content, branded digital content, and broadcast advertising.