| Title | IT'S IN OUR SPIRIT |
| Brand | ABSOLUT |
| Product/Service | ABSOLUT VODKA |
| Category |
A01. Consumer Goods |
|
Entrant
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BBH Singapore, SINGAPORE
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Idea Creation
|
BBH Singapore, SINGAPORE
|
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Idea Creation 2
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THE ABSOLUT COMPANY Stockholm, SWEDEN
|
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Production
|
PSYOP Los Angeles, USA
|
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Production 2
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STINK STUDIOS London, UNITED KINGDOM
|
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Post Production
|
PSYOP Los Angeles, USA
|
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Additional Company
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THE MARKETING ARM Manchester, UNITED KINGDOM
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Additional Company 2
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BUTTER MUSIC & SOUND Los Angeles, USA
|
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Additional Company 3
|
EPISODE FILMS LTD Taipei, TAIWAN
|
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Additional Company 4
|
FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE
|
Credits
| Joakim (jab) Borgstrom |
BBH |
Leadership |
| Adam Arnold |
BBH |
Leadership |
| Sid Tuli |
BBH Singapore |
Leadership |
| Sascha Kuntze |
BBH Singapore |
Leadership |
| Gaston Soto |
BBH Singapore |
Creative Director |
| Nikhil Panjwani |
BBH Singapore |
Creative Director |
| Stephanie Gwee |
BBH Singapore |
Creative |
| Sid Lim |
BBH Singapore |
Creative |
| Avril Chua |
BBH Singapore |
Creative |
| Lynette Chua |
BBH Singapore |
Account Management |
| Grace Lee |
BBH Singapore |
Account Management |
| Lilli English |
BBH |
Strategy |
| Faraaz Marghoob |
BBH Singapore |
Strategy |
| Wendi Chong |
BBH Singapore |
Production |
| Charl Bassil |
The Absolut Company |
Client |
| Tad Greenough |
The Absolut Company |
Client |
| Sina Neubrandt |
The Absolut Company |
Client |
| Filip Kiisk |
The Absolut Company |
Client |
| Ylva Lundberg |
The Absolut Company |
Client |
| Oscar Danielsson |
The Absolut Company |
Client |
| Todd Mueller |
Psyop |
Production |
| Kylie Matulick |
Psyop |
Production |
| Justin Booth-Clibborn |
Psyop |
Production |
| Joe Maggiore |
Psyop |
Production |
Write a short summary of what happens in the film
2020 was the year of living virtually. In Europe and the US, virtual life looks like it will continue well into 2021. Absolut’s new global campaign looks excitedly into the future when real human connections replace online and being #togetherIRL is safe again.
This is the story of four protagonists (Actor Tessa Thompson, Musician MNEK, Pro Gamer Ricki Oritz and Influencer Jolin Tsai). But in a year like 2020, it could be anyone's story. Each of them are masters of their own virtual worlds but are looking for something more meaningful outside. So they decide to break out from virtuality for a moment of togetherness #IRL. Because no matter how many followers or hearts you collect, nothing can make up for real-life togetherness.
Cultural / Context information for the jury
Absolut believes in a more open and connected world. And yet, young people - who are more connected virtually than ever before - were reporting record levels of loneliness - even before the impact of the Covid pandemic.
Data has revealed that hyper-connected Gen Z are the loneliest generation ever, with 80% reporting feeling lonely in 2019. This corresponded to a drop in the frequency of teens meeting up with each other daily - from 50% in 1990 to less than 30% now. So Absolut sought to inspire the loneliest generation to look forward to coming out and connecting meaningfully in person, the moment Covid restrictions are lifted.
Working with 4 influencers from diverse backgrounds and geographies, we created a visceral call-to-action, encouraging GenZ to break out of their lockdown screen obsessions and take a breath, a whiff, a step into reality and appreciate a real moment of togetherness #IRL.