Absolut South Africa tasked 34 with adapting their global marketing campaign, Transform Today, to resonate with the South African consumer.
In collaboration with trailblazing South African artists, 34 conceptualised an overarching creative campaign that translated into a series of unique events, inspiring a new generation of creative expression.
The creative concept, entitled #absolutblackbox, saw installations in 20 top South African nightclubs, as a teaser to two exclusive Absolut Black Box exhibition parties.
The giant black cube installations gave consumers an intimate first-person view of how photography, fashion, music and street art can cause transformation and ultimately, transform reality.
"This campaign is all about connecting with and inspiring urban millennials," says Seth Pereira, Marketing Manager for Absolut. "Absolut has always been at the centre of artistic transformation and Transform Today re-enforces this position, ensuring the brand continues to be relevant to the new generation of consumers."
The campaign kicked off in Durban in November 2013 and moved along the coast to Cape Town for the peak season. In the New Year, the Black Box was revealed in-land at nightclubs in Bloemfontein, Johannesburg and Pretoria.
Absolut then took centre stage with two exclusive invite-only Absolut exhibition parties at the Gateway Canal in the V&A Waterfront and Mary Fitzgerald Square in Newtown Johannesburg. Street artists Falko and Gogga, photographer Stu Shapiro, fashion designer Angelo and musicians We Set Sail, Tumi and Yesterday's Pupil, DJ Mighty and SpoekMathambo brought the art to the party in trailblazing fashion, allowing guests to experience art in a way that has never been seen before.
"Is there anything more satisfying than walking into a venue setup and seeing your big idea slide from a pitch presentation months before come to life?" quips 34's Creative Director Wilton Ackeer. "We stayed true to the creative concept throughout with meticulous attention to detail. We wanted to give the consumer a unique perspective into the creation of art and our exhibition parties did just this."
The campaign was supported and amplified through social media (Native) and PR (Capacity PR).