Transform Today Launch

Transform Today is the new global brand platform for Absolut designed to inspire today’s Millennial generation. Building on the brand’s heritage of collaborating with pop culture artists, we set out to find the emerging Warhols of today; artists with inspiring transformative stories of their own. Featuring French director and musician Woodkid, Brazilian graphic novel creator Rafael Grampá, American digital media artist Aaron Koblin and French sculptural couturier Yiqing Yin. The global platform launched with a 90-sec cinema spot, TV commercials, brand and product print, OOH and online content films. The Transform Today campaign generated 11.9 million views and within weeks of the launch Absolut recorded a 4% increase in use.

Global TVC

Transform Today Manifesto

Global Print & OOH

Director: Bob Harlow
Photographers: Norman Jean Roy & Emil Larsson
Created by Sid Lee
(TVC with Jasmine Loignon & Lee Hempstock)