| Title | DRINKS IN MOTION |
| Brand | THE ABSOLUT COMPANY |
| Product/Service | ALCOHOLIC BEVERAGES |
| Category |
A09. INNOVATIVE USE OF TECHNOLOGY |
|
Entrant Company
|
GREAT WORKS Stockholm, SWEDEN
|
|
Advertising Agency
|
GREAT WORKS Stockholm, SWEDEN
|
|
Production Company
|
PIXL FAMILY Stockholm, SWEDEN
|
Credits
| Frédéric Sebton |
Great Works |
Creative Director |
| Ola Persson |
Kongotec |
Concept And Idea |
| Caroline Deas/Ehrnvall |
Great Works |
Producer |
| Karl Sundin |
Great Works |
Film Producer |
| Daniel Skantze |
Great Works |
Head Of Tech Creatives |
| Kaj Bouic |
Great Works |
Planner |
| Fredrik Karlsson |
Great Works |
Creative |
| Magnus Wålsten |
Great Works |
Account Director |
| Kalle Söderquist |
Great Works |
Creative Director |
| Ted Persson |
Great Works |
Executive Creative Director |
| Mats Olofsson |
Pixl Family |
Project Manager |
| John Lundberg |
Pixl Family |
Director |
| Henrik Rostrup |
Pixl Family |
Director |
| Tobias Allanson |
Pixl Family |
Set Design |
| Mats Olsson |
Pixl Family |
Fad |
| Göran Messelt Andersson |
Pixl Family |
Film Editor |
| Jimmy Dymott |
|
Bartender |
| Fredrik Thorsén |
The Absolut Company |
Digital Marketing Manager |
| Eva Sjökvist |
The Absolut Company |
Manager Marketing Solutions/Interactive |
| Mathias Westphal |
The Absolut Company |
Global Brand Director |
Creative Execution
Drinks in Motion by Absolut features:
- Instant generation of HD quality step-by-step drink video tutorial from nothing but a recipe.
- All spirit types and ingredients are represented, not only vodka drinks.
- Output: Absolut branded step-by-step video complete with titles, graphics, instructions and music.
- YouTube integration: Automatic upload to YouTube with search engine optimized titles and instructions, tags and subtitles in six languages, English, Spanish, Russian, Portuguese, German and Polish.
- Integration with branded platforms: Drink videos are automatically inserted in recipe pages on Absolutdrinks.com and in Drinkspiration App for IOS.
So far Absolut Drinks in Motion has enabled Absolut to produce 3500 drink mixing videos to populate it's brand channel on YouTube. Absolut Drinks in Motion also allows the brand to quickly invent and publish new drinks at the touch of a button.
The gap between SEM and Content Marketing is huge. Creating the right content for the right people at the right time is a huge challenge. Especially when it comes to branded video content.
Drinks are extremely trend sensitive. What’s ‘in’ today will be ‘out’ tomorrow. As soon as a celebrity is seen holding a drink it won’t take long until people will start googling for the recipe. The challenge is to be able to respond quickly.
‘Drinks in Motion’ by Absolut gives the brand first-mover advantage by being able to instantly generate how-to mix drink video tutorials. As soon as a drink is mentioned in social, Absolut can show consumers how to make that drink with a branded how-to mix video tutorial uploaded to YouTube in minutes. Thirsty googlers will be looking at our content before the competition has even had the time to finish their script.