ABSOLUT Bus Shelter Marketing Masterpiece
ABSOLUT know their target audience and a bus shelter is a great media choice given its strong relationship with loyal Vodka consumers.
This creative ad is a part of ABSOLUT’s ongoing marketing campaign on the subject of purity. Why purity? well, every drop of ABSOLUT comes from one pure source, the village of Ahus in the south of Sweden.
ABSOLUT claim their customers have long memories (but doesn’t alcohol kill brain cells?) and they need to be assured that the brand values that are attracting them toward their product today will still be there tomorrow. ABSOLUT in its
futile quest for purity (there’s ABSOLUTely nothing pure about getting hammered) called upon German artist Simon Schubert to create an extremely pure work of art.
Schubert who apparently makes the best paper aeroplanes in all of Germany illustrates the theme of “purity” for Absolut and TBWA\Being with a Paris bus-shelter ad, created using just light and folded paper — it’s refreshing to see a creative marketing campaign without a hint of digital.
In our opinion, out-of-home advertising is still an effective medium, even if we are surrounded by an overwhelming amount of poor out-of-home advertising. When OOH advertising is executed with a little creativity it cuts through the advertising clutter (and empty ABSOLUT bottles) we encounter and chose to ignore everyday. Being different and unique always helps when you want to stand out.
This ABSOLUT masterpiece is now on exhibit within a heavily guarded bus-shelter on Avenue de l’Opera in Paris.