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Absolut Vodka to roll out new global brand campaign

Published:  10 September, 2013

Absolut Vodka is rolling out a new global brand campaign that builds on its already close affiliation with the art world by linking up with four cutting-edge artists.

The new campaign, called Transform Today, has been launched in the United States, Brazil and Germany and will be rolled out to other key markets over the next six months. It includes a collaboration with four cutting-edge artists - Woodkid, Aaron Koblin, Yiging Yin, and Rafael Grampá.

Transform Today is billed as a rallying cry for a "generation of creativity to break free" based on the idea that anything is predetermined and people can take control of their own future. "The brand ethos manifests our belief that tomorrow is not a given, it's for everyone to create," says Jonas Tåhlin, vice president for global marketing at Absolut.

The new campaign features a TV commercial, a series of print ads, and an online campaign and from November the four artists will be involved in specific Absolut events both online and at interactive events.

To check out some videos of Transform Today, click here: