The site – The ABSOLUT Spirit of London – will run for three months, expanding the brand’s digital presence and developing existing collaboration with leading graphics artist Jamie Hewlett.
An interactive gaming experience, hosted by the site, allows users to visit and explore the different eras and inspiration behind four of Jamie Hewlett’s unique character creations on the ABSOLUT LONDON limited edition bottle; Ernest Scrubbs (Dickensian), Suzie Q (60s Chick), Perry Lloyd (SKA) and Karl Bugle (80s Casual). All backgrounds and challenge elements are drawn by the artist himself.
Users can complete challenges in each of the characters’ areas to unlock exclusive prizes, including original ABSOLUT LONDON artwork, signed by Hewlett. Different objects in each scene will also deliver facts and information from each of the different eras, provided by historian Stephen Armstrong who researched each period in-depth. Cass Browne created the scenarios and backstories for each character.
Adam Boita, Marketing Manager at Pernod Ricard UK says: “The new site further amplifies our collaboration with Jamie Hewlett by bringing to life the inspiration behind the limited edition bottle, whilst also allowing users to explore London’s cultural heritage. ABSOLUT London has quickly establish a loyal following, as proven last month when the collectors’ edition tins we offered to our Facebook fans sold out in less than two minutes. This site is our next interactive offering to keep fans engaged with this creative campaign.”
Pic: Illustrations by Jamie Hewllet for ABSOLUT LONDON