WE WERE ASKED

Once a leader in art & creativity, the spirit brand had lost cultural relevance and its edge to truly engage a new generation of consumers...so ABSOLUT asked Giant Step to re-establish them as a relevant vodka brand amongst the 21-29 year-old creative class, playing off the brand’s history in art and music.

WE THOUGHT

Giant Step conceptualized and executed “ABSOLUT X”, a brand owned 360-experiential platform bringing together music, art, & cocktails. Our program anchored around six large tentpole events in the form of masquerade balls for 2,000+ guests.

The 18-month program included:

• Series of 6 events in major US markets

• Syndicated video series

• Microsite & content strategy

• Social media driven contests

• Activations at festivals & on premise

• National media partnerships

To truly bring this complete vision to life, Giant Step:

• Executed all design, fabrication, event production including venue scouting, permitting, staffing training and hiring of vendors in each market.

• Curated, negotiated and managed all music and creative talent including: Grimes, Nick Cave, Bloc Party, Sanford Biggers, Santigold, Questlove, and Walk The Moon

• Drink experience highlighted ABSOLUT’s hero drinks & unique local creations by mixologists

• Identified & engaged respected mixologists John Lermayer, Lynn House and Keith Waldbauer.

WE ACHIEVED

• 750M media impressions

• 2.5M social media impressions

• 45K drinks served in branded cups

• 33K new customers to database

• 15K attendees

• Gold Winner at Ex Awards

• Recipient of ABSOLUT Vodka "Global Best Practices" Award

►MUSIC STRATEGY ►TALENT PROCUREMENT & PARTNERSHIPS ►MUSIC SUPERVISION & LICENSING ►LIVE & DIGITAL EVENTS ►CONTENT CREATION ►CREATIVE MUSIC PROJECTS