Today, Absolut celebrates the latest iteration of Absolut Nights – the next step of the brand’s Transform Today™ campaign – dedicated to inspiring consumers to push nightlife conventions beyond their limits. A short film featuring a never-before-heard track from electronic music duo, Empire of the Sun, leads the campaign by showcasing real experiences of Absolut nightlife. Inspiring consumers to reinvent their own night out, Absolut has launched Absolut Spark, a new limited edition illuminated bottle.
Absolut Nights builds on the momentum started by a series of transformative global events in 2014, hosted by Absolut in New York, Sao Paolo, Berlin and Johannesburg, that infused nightlife with unprecedented creativity thanks to one-of-a-kind artistic collaborations. Each event featured a different artist who reimagined a traditonal nightlife convention – from over-sized, inside-out disco ball to pyrotechnic-triggering dance floors – to create a collective rush of adrenaline for event attendees.
“At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out, ” said Joao Rozario, VP of Marketing, Absolut. “By infusing the unexpected into the ordinary, Absolut Nights aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like. ”
Footage captured from real Absolut events around the globe sets a dynamic backdrop for the brand‘s latest short film and serves as the creative featured in Absolut’s new TV advertising, appearing on late-night TV, cinemas and beyond. Placing real consumers and nightlife enthusiasts in the spotlight, the short film, directed by Grammy-winning director Melina Matsoukas, features a never-before-heard track from the electronic music duo, Empire of the Sun.
“My vision for the film was to capture the energy and excitement of these real experiences, creating a story which takes the audience on a journey into Absolut Nights. Each event explored the intersection of creativity and nightlife in incredible ways, so I wanted to ensure the film did justice to the experiences, embracing every detail that went into creating events,“ said Film Director Melina Matsoukas.
“Our music is about more than just being memorable – we aim to make music that transcends and takes you to another dimension, creating an experience beyond the earth and out of the ordinary that sticks with you long after the night is over, much like Absolut Nights”, said Luke Steele and Nick Littlemore of Empire of the Sun.
To further celebrate Absolut Nights, the brand is giving consumers the chance to #SparkYourNight with the new Absolut Spark bottle – a limited edition, illuminated bottle of original Absolut Vodka. Featuring a multi-faceted bottle with a light that shines through the bottom , Absolut Spark gives consumers the ability to shine a new light on their nightlife rituals for up to eight hours. The Absolut Spark bottle is currently available nationwide.
Now through August 15, Absolut is offering consumers the chance to win an unforgettable nightlife experience with a three day, two night trip to California to attend the next Absolut Nights experience, Absolut House Party. For more information, consumers 21 and over are invited to visit AbsolutSummer.com.
Get inspired and experience Absolut Nights by watching the new television commercial and listening to the never-before-heard Empire of the Sun track at YouTube.com/Absolut, visiting Absolut.com/Nights to see how Absolut continues to re-imagine and reinvent nightlife and joining the conversation on Instagram, Facebook or Twitter using #AbsolutNights.
For downloadable images, drink recipes and press releases, please visit: press.absolut.com.
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About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs a workforce of nearly 19,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).
The company’s leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram’s Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avión™ Tequila; such superior wines as Jacob’s Creek®, Kenwood® Vineyards and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in New York, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.
