Absolut Machines campaign wins Cannes award

Published: 23 July, 2008

Last night (June 18), Absolut and its Absolut Machines campaign were awarded the gold prize at the 55th International Cannes Lions Advertising Festival.

In the digital campaign, Absolut explored what happens when technology meets creativity in art, music and design.

Karl-Johan Bogefors, global PR director at Absolut, said: "All of us who have been involved in this project are very happy with the gold. Artificial intelligence is fascinating, and Absolut Machines has been a groundbreaking collaboration between art and technology, where interactivity and creativity have been important corner stones."

Great Works was the main agency responsible for the conceptual lead and Frankenstein stood for art direction.

Absolut Machines was launched in early 2008. Each team involved was asked to create an artificially creative machine to answer the question: Can machines be creative? Teenage Engineering created Absolut Choir, a robotic choir with 22 singing characters. Paluska and Lieberman matched this by developing Absolut Quartet, an automated electro-mechanic sculpture, consisting of a gigantic marimba played by balls shot from a robotic cannon, wine glasses played by robotic fingers and an array of robotic percussive instruments.

The machines were exhibited in Stockholm and New York between January 31 and April 27, 2008.

Click here to access the Absolut Machines website.

Watch a video on the Absolut Machines concept below.