Swedish-made and globally recognised vodka brand Absolut are encouraging the world to "experience the power of creative transformation", launching a multinational marketing initiative known as 'Transform Today'. Having opened in New York on the 22nd June with Absolut Open Canvas, Transform Today will experience a full run of the world from September, spanning the platforms of TV, press and online advertising in addition to the freshly implemented outdoor activity.
![Absolut Open Canvas]( "Out of Home International")
Absolut Open Canvas saw hefty amounts of white paint turning Brooklyn's North 6th Street into a tempting blank canvas this weekend, throwing down the creative gauntlet with a statement of “The Future is Yours to Create”. Open Canvas received its initiation on Saturday with projections from dance party organiser Aurora Halal and music from DJ Dam Funk, and will continue its transformation until the 30th June.
Multifarious creative avenues are currently blossoming before the New York public, as Absolut Open Canvas channels an interactive outdoor exhibition across North 6th Street, aiming to ignite inspiration with a selection of contemporary creators. Collaborators include the likes of Danish photographer Asger Carlsen, diagram expert Andrew Kuo, itsalrightwerealright.com, installation duo Jonah Freeman & Justin Lowe, painter Joseph Montgomery and master of destruction Valerie Hegarty. Their works will span a myriad of mediums, from prints, murals and sculptures right over to an immersive experience involving air currents and an interactive dance piece.
![Absolut Open Canvas - New York]( "Out of Home International")
![Absolut Open Canvas - New York]( "Out of Home International")
Absolut Open Canvas saw hefty amounts of white paint turning Brooklyn's North 6th Street into a tempting blank canvas this weekend, throwing down the creative gauntlet with a statement of “The Future is Yours to Create”. Open Canvas received its initiation on Saturday with projections from dance party organiser Aurora Halal and music from DJ Dam Funk, and will continue its transformation until the 30th June.Multifarious creative avenues are currently blossoming before the New York public, as Absolut Open Canvas channels an interactive outdoor exhibition across North 6th Street, aiming to ignite inspiration with a selection of contemporary creators. Collaborators include the likes of Danish photographer Asger Carlsen, diagram expert Andrew Kuo, itsalrightwerealright.com, installation duo Jonah Freeman & Justin Lowe, painter Joseph Montgomery and master of destruction Valerie Hegarty. Their works will span a myriad of mediums, from prints, murals and sculptures right over to an immersive experience involving air currents and an interactive dance piece.
Sid Lee are the creative agency behind the New York branch of Transform Today, having secured its role as the brand's global advertising body in December 2012. The marketing executions presented by Absolut have been in action since the 1980s, with the brand's first commission emerging in 1986 from none other than Andy Warhol.
Maxime Kouchnir, vice president of marketing for vodkas at Absolut's parent company Pernod Ricard, described Open Canvas as "as a reminder that we can all transform our present and future if we adopt a daring spirit and use creativity to stretch everyday reality”. She also highlighted the brand's enthusiasm over "collaborating with artists who deliver the unexpected", thus cementing the statement that "ABSOLUT has creativity in its DNA”.
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| image courtesy of Dean Podmore |