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Absolut Street Trees

Absolut Street Trees | 保乐力加 | Pernod Ricard | Anonimo
下载原始文件 下载原始文件 JPG | 3530x2352px
基本信息
行业: 酒精饮料
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

Mexico City is one of the most polluted cities in the world. To help solve this problem, Absolut decided to create an outdoor campaign that actually helped “Create a Better Tomorrow” instead of just using the line as a tagline.

Muralism is one of the biggest artistic expressions in Mexico. Adding this to Absolut’s philosophy, we transformed buildings into ecological outdoors that purify the air, as real trees do.

The budget for the campaign was $796,800 dollars designated to place 200 conventional outdoors around the entire city. Instead of that, we decided to use that money to create art pieces that not only became visual landmarks but are also helping purifying the air in our very polluted city.

Describe the creative idea (40% of vote)

Absolut is known worldwide for it’s unique way of using art as tool of change and progress. We went from speech to action, through an effort that actually helps build a better tomorrow.

To make it happen, we partnered with Airlite, a 100% ecological paint that eliminates 99% of the bacteria in the air thanks to the patented photocatalytic action. This technology acts in a very similar way as trees with photosynthesis, transforming the carbon dioxide into O2.

Combining this technology with creativity, we invited Boa Mistura and Revost, two famous street artists, to transform building walls into sustainable art pieces that not only decorate the most important avenues of Mexico City, but will also help to reduce the environmental impact caused by daily CO2 emissions over the next 10 years.

Describe the execution (40% of vote)

Absolut and Airlite, using creativity and art, transformed conventional outdoors into iconic art pieces (murals on buildings) that purify the air in Mexico City.

To create a relevant message for our audience, both murals were painted in the most important avenues of Mexico City, where they now stand as landmarks that cannot only be seen from the distance, but that are also visited and photographed by people.

The color palette is attached to those that Airlite has in its catalogue. The designs of both murals were designed to communicate positive messages attached to gender equality and social inclusion.

List the results (20% of vote)

Absolut in collab with Airlite, is purifying with murals on buildings, the same quantity of air than 2,000m2 of real trees. For the next 10 years, we’ll eliminate the pollution of 600,000 cars. We pass from the Obsolete to Absolut, inspiring our target to join the change through these tangible actions that really help to have a better world.

Since the launch of the campaign in Mexico, the love to the brand increased up to 80%. This is an idea that has a positive impact in long terms, so in this first stage we’ve achieved to increase the sales up to 5%, until now.

Through Street Trees, we built a global benchmark in which Absolut communicates what it means to create a better tomorrow.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2019
入围 设计
Spatial & Sculptural Exhibitions and Experiences
最新更新
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