[VR]alism Progression: Idea drives ROI
Task
There was a challenge to demostrate creativity of the brand in severe dark market conditions, fortify positions at the territory of art and set the bar to a new level
Ideas and solutions
In 1985 American artist Andy Warhol created the unique design of the Absolut vodka bottle in pop-art style. From now on there has begun the partnership between the brand and modern artists. To emphasize the Absolut brand inspiring spirit and its connection with art we developed [VR]alism. Specially for this campaign four talented Russian and Australian artists made their virtual art objects with the help of Tilt Brush. The spotlight of each artwork is a well-known shape of the Absolut Vodka bottle. The artists’ talent and experience got connected with new technologies in their virtual artworks. Our authors could have gone beyond the two-dimensional canvas borders. They created the great pieces of art in the 3D, not in a plane. So [VR]alism became a new movement of visual art and we got 4 absolutely different artworks which were combined by Absolut. Virtual art-gallery [VR]alism was presented in media (The-Village.ru) and published on the own Absolut brand website. The viewers could see the artworks in 360 video format and learn artists’ manifestos. The strict regulations in communication field didn’t prevent us from achieving a significant reach. More than 3.5 mln people have known about [VR]alism within one month! https://www.pernod-ricard-rouss.com/vralism https://vimeo.com/287077843
