Two cities, 53 fine artists, one rallying cry: Transform Today. Sid Lee created an unforgettable showcase of live artistic transformation to launch Absolut’s global platform to a US audience. Enlisting a community of prominent artists, Sid Lee developed “Open Canvas”, a public art project that transforms two city blocks in NYC and San Francisco into immersive artworks.
Led by two insights – that experience is more motivating for Millennials than advertising and that the power to change the future is in their hands –, Sid Lee developed Transform Today, an experience-led global platform that celebrates the transformative power of art.
Open Canvas turned city blocks into the brand’s own created media, giving artists a showcase for their creativity, and inviting consumers to experience artistic transformation firsthand. Through the collaborative efforts of Sid Lee and its artist collective, every inch of these blocks – from street poles to benches to shop windows – were morphed into unique and inspiring works of art.
- 7.5 MM video views
- 103 MM PR impressions (New York Times, San Francisco Chronicle, etc.)
- 100 MM social media impressions
- Over 280,000 attendees experienced Open Canvas and attended related Absolut events in over 15 local accounts.
- But, more than that, Open Canvas became proof of the brand’s vision, demonstrating that creativity is indeed the most powerful agent of transformation.