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Absolut celebrates the power of creativity in new global ‘Create A Better Tomorrow, Tonight’ campaign

26 September 2017

New platform designed to celebrate creativity and push for equality worldwide Campaign launches with ‘One Night’ film from Oscar-winning cinematographer


Absolut today launches Create A Better Tomorrow, Tonight, a new global campaign designed to celebrate creativity and champion progress. The platform will continue to celebrate the brand’s core beliefs and its continued collaborative approach.

Despite the tumultuous times we live in, Absolut has seen that this generation remains positive and believes that tomorrow will be better. Absolut has long believed in the power of creativity to instigate progress, and Create a Better Tomorrow, Tonight will see collaborations with creatives who share the company’s progressive point of view.

To launch the campaign, Absolut and BBH partnered with internationally acclaimed cinematographer and three-consecutive-time Academy Award winner Emmanuel Lubezki (Gravity, Birdman, The Revenant) to create ‘One Night,’ an ambitious film that tells the story of creativity as the key fuel for progress in the world. Accompanied by a voiceover from Oscar and Golden Globe nominated actor/musician Juliette Lewis, the film celebrates humanity’s biggest moments of creativity, starting with the Big Bang and moving through to the modern day.

The ‘One Night’ film continues Absolut’s rich history of working with some of the world’s most innovative creatives, ranging from greats such as Andy Warhol, Keith Haring and Tom Ford right through to contemporary figures such as Deadmau5 and Mickalene Thomas.

Progressiveness has always been at the very core of Absolut’s ethos. Founder LO Smith had a deep appreciation for both science and the arts, with many learnings picked up from his travels going on to lay the foundations for the brand’s ongoing commitment to this purpose.

“Create A Better Tomorrow, Tonight is an exciting moment for us, as we feel it beautifully encapsulates everything we stand for as a company”, says Gaia Gilardini, Global Communications Director. “Absolut has always believed in the power of creativity to spark progress in the world, and that’s something we want to bring to life in everything we do.”

Ian Heartfield, Executive Creative Director of BBH London commented: "Great ideas happen when people get together, more often than not the best of these ideas occur at night. This film is a celebration of the greatest idea that came from a night - the creation of life itself. It is the perfect launch for Create A Better Tomorrow, Tonight, Absolut's celebratory call to arms."

In addition to the release of ‘One Night’, Absolut has collaborated with five artists to launch a global OOH/print campaign to bring to life their idea of a better tomorrow under five of Absolut’s brand beliefs. Mickalene Thomas, Toilet Paper Magazine, Olivia Steele, Stevie Gee and RUDE have been handpicked and asked to create their own vision of a better tomorrow.

The five pieces of artwork provide the platform for an ongoing series of creative collaborations that will see Absolut continue this theme over the coming months and into next year.

Create a Better Tomorrow, Tonight will also be executed across social, with Absolut collaborating with seven additional artists on a digital campaign, each also briefed to create their own vision of a better tomorrow. The work created by photographer Catherine Losing, musician Nakury, illustrator David Luepschen, graphic designers Chrissie Abbott and Tracey Ma and street artists Bambi and Hansky is set to be showcase across Absolut’s social channels.

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The Absolut Company Credits: Anna Malmhake - CEO
 Craig Johnson - VP Global Marketing
 Gaia Gilardini - Global Communications Director Sina Neubrandt - Global Marketing Manager Oscar Danielsson - Global Brand Manager Fredrik Thorsen - Global Head of Digital Andrew Rozas - Global PR and Social Media

BBH Credits:
BBH Executive Creative Director: Ian Heartfield

BBH Creative Team: Simon Cenamor & Raymond Chan
BBH Producer: Victoria Keenan

BBH Assistant Producer: Zaf Choudhury

BBH Business Lead: Kate Roberts

BBH Account Manager: David White

BBH Account Executive: Jacki Shah 
 BBH Strategy Director: Melanie Arrow

BBH Strategist: Raphael Bittner

Production Credits: Production Company: Park Pictures

Director: Emmanuel ‘Chivo’ Lubezki

MD: Stephen Brierley

Executive Producer (LA): Caroline Kousidonis
Executive Producer (London): Sophie Hubble
Producer: Nick Goldsmith

Post Production: Framestore

Creative Director: Andy Rowan Robinson

VFX Producer: Charles Howell

2D: Raul Ortego, Sebastien Boulange, Gigi NG, Karch Coon, Nick Tanner

3D: Phil Robinson, Charlotte Bae, Nate Diehl, Georgios Cherouvim, Mohamed Echkouna

Design: Callum McKeveny

Editing House: Whitehouse Post

Editor: Russell Icke 
 Assistant Editor: Greg Hayes & Joe D'Ovidio
Producer: Antonia Porter

Colour: Company 3 NYC
Colourist: Tom Poole
Producer: Alex Lubrano
Music and Sound: Soundtree
Creative Director: Peter Raeburn
Music Supervisor: Jay James
Sound Designer: Henning Knoepfel
Music Editor: Luke Fabia

Executive Producer, London

Contact Name
Annabel Bennett
0207 432 4300

Executive Producer, New York

Contact Name
Caitlin Grady

Executive Producer, Chicago

Contact Name
Kristin Angeletti

Executive Producer, Los Angeles

Contact Name
Joanna Manning