Absolut wanted to connect with millennials worldwide, a generation deeply rooted in a “the future is what you create” mindset. Building off of the brand's three-decade legacy as a respected player in the contemporary art world, we recruited four international artists to inspire a generation to Transform Today.
Building off of Absolut’s three-decade legacy as a player in the contemporary art world, recruit four international emerging artists to inspire millenials to take control of the future, to Transform Today.
Create a new brand platform that would connect the brand with the millennial generation worldwide.
Transform Today marked the start of a relationship between these artists and the brand. Together they took an active role in creating genre-breaking works of art that inspire, engage, and empower millennials to transform their lives.