2020 was a year like no other, and people around the world faced a whole host of unprecedented challenges – not least the Covid-19 pandemic, which claimed so many lives and kept so many apart from friends and family.
In their latest campaign from BBH Singapore, vodka brand Absolut dares to imagine the joy of reuniting with friends in real life when it is safe to do so.
Combining animation and live action, the spot was created as part of a broader global campaign entitled "It's In Our Minds" aimed at Gen Z and Millennials. The film shows how no matter how popular you are online, “nothing can replace real human connections”.
It tells the story of four characters – played by American actress Tessa Thompson, British musician MNEK, online gaming star Ricki Ortiz, and Taiwanese singer Jolin Tsai – who rule their own virtual worlds but are looking for something more meaningful.
The animation shows how they break out of virtuality into reality in order to achieve freedom and togetherness in real life.
Tad Greenough, chief creative officer at The Absolut Company, said the campaign was a "new chapter" for the brand.
“The desire and need to break free – venture beyond the screen into the real world, where togetherness creates the ultimate and most intimate connectivity in real life – is in all of us now, but especially in Gen Z.
"With its strikingly fresh and original visual appearance and 'It's in our minds' theme, BBH Singapore's work positions the Absolut brand as truly one with the times," he said.
The film was created by the animation duo and partners of Psyop, Todd and Kylie. The production house Stink and The Marketing Arm (TMA) were also instrumental in creating the campaign, said BBH.
VP Marketing for Absolut Company: Charl Bassil
Chief Creative Officer: Tad Greenough
Head of Brand Creative: Sina Neubrandt
Marketing Manager: Filip Kiisk
Senior Brand Manager: Ylva Lundberg
Brand managers: Maxime Henain, Oscar Danielsson, Hedda Helgesen
Global leadership of BBH: Joakim (jab) Borgstrom, Adam Arnold
Singapore tour: Sascha Kuntze, Sid Tuli
Creative Directors: Gaston Soto, Nikhil Panjwani
Creative: Stephanie Gwee, Sid Lim, Avril Chua
Management: Lynette Chua, Grace Lee, Alicia Tiong, Paisley Wright, Fran Suffling, Marina Atanassova and Lauren Gillies
Strategy: Lilli English, Faraaz Marghoob, Aarohi Dhir
Production: Wendi Chong, Wendi Chong, Wendi Chong
Black Sheep Studio: Eddie Jackson, Sally Liu, Eva Loo, Sok Wah Leow, Lee Adamson, Christopher Leow, Pang Wei Fong, and Tammy Quah
PSYOP Directors: Todd Mueller and Kylie Matulick
Producers: Justin Booth-Clibborn, Joe Maggiore, Mein Linh Truong, Noah Goldschmied, Andrea Panda, Michael Schlenker
Stink: Andrew Levene, Fran Thompson, Kelly Brown
The Marketing Arm: Mick Carter (Manchester), Sorcha Collister (London), Valerie Holmes (Chicago), Maggie Qu (Shanghai), David Wales (Dallas)
Photographers: GL Askew II, Conor McDonnell, Sean Marc Lee
Production partners: Bauie Productions (LA), Buttermusik + Sound (LA), episode films (Taipei), Fuse Adventures in Audio (Singapore), Illusion CGI Studio (Bangkok)