Title	THE ANDY WARHOL ART EXCHANGE BY ABSOLUT
Brand	THE ABSOLUT COMPANY
Product/Service	BEVERAGE
Category	C02. Microsites
PR Agency	JUNG RELATIONS Stockholm, SWEDEN
Entrant Company	JUNG RELATIONS Stockholm, SWEDEN

Name	Company	Position
Jonas Sevenius	Jung Relations	Creative/Strategic Director
Oskar Sundblad	Jung Relations	Digital Director
Simon Karlsson	Jung Relations	Production Manager
Julia Stenius	Jung Relations	Creative
Jacob von Corswant	Jung Relations	Creative

Creative Execution

We created The Andy Warhol Art Exchange by Absolut – the world’s largest art exchange, allowing online and mobile users from around the globe to unleash their creativity by creating and swapping digital art. All participants created generative art with custom-made tools, and everyone got to exchange artworks with another randomly selected artist. One lucky winner even received an original artwork created by Warhol himself. We invited media, artists and influencers and they in turn invited their peers to unleash their creativity and join the art exchange. The buzz grew organically, and soon we had a global movement going on.

With more than 11,000 created artworks from 97 countries we created a global digital creative movement • The earned media reach bout the art exchange and the limited edition bottle exceeded 400 million (objective: 250 M) • The teaser video had more than 1,1 million YouTube views (objective: 400 k) • The average user spent more than 4 minutes on the art exchange web site, which by far exceeds what they spend on the main absolut.com site. • 4 million Limited Edition Warhol bottles flew off the shelf at liquor stores all over the world.

When Absolut launched a Ltd. Ed. Warhol bottle, we knew it would grab the attention of older generations. Our challenge was to make Absolut’s and Warhol’s 30 year old collaboration engaging for a millennial audience who live their life online, and don't care too much about Warhol. So to engage them we had to avoid nostalgia. We wanted to invite people into a digital creative movement. Our strategy was to create a digital service, rather than interruptive advertising. We found inspiration in Reddit Secret Santa, a digital gift sharing program that connects people form all corners of the world.