On July 13, ABSOLUT launched a new ad campaign called Absolut Blank, which is based on identifying itself on close connection with art and young prospective artists.

The ABSOLUT Blank campaign invited 18 emerging artists from across the globe, who work in different spheres, to construct a work of art on an empty canvas cut to match the familiar Swedish vodka bottle shape. Works include collage imagery from Mario Wagner, colourful graphic design by Aesthetic Apparatus, paintings by Kinsey and mural work by artistic group Good Wives and Warriors.

The created during the process ads will be shown on TV in the UK from 20 July across ITV, 4, Five and Sky channels. And behind the scenes shots will be added to the ABSOLUT Facebook page today.

A digital campaign will follow the TV ads, covering search, pre-rolls and a number of homepage and Facebook activities. A major outdoor campaign across the UK with live outdoor and experiential work is also planned. Later the campaign will run in Germany, Mexico and Brazil as well.

According to Campaign Live, ABSOLUT said it would look to forge greater links with music, art and film after hiring a new marketing manager and overhauling its PR roster.The brand now works with John Doe PR agency in the UK. It had used Paget Baker for consumer support for the past seven years. John Doe is now developing a series of collaborations within the art, music and fashion world and promoting new products. Building on ABSOLUT long association with artists, the new campaign was created by TBWA\Chiat\Day, New York.

Since its launch more than 30 years ago, Pernod Ricard‘s brand has run a lot of creative initiatives. Andy Warhol was the first artist to paint the art ad for the brand and today the ABSOLUT Art Collection comprises more than 800 pieces by artists including Damien Hirst.

According to Luxuo, The ABSOLUT Art Collection has also been touring across Asia Pacific over the past few months and is about to make the final stop in Shanghai where its art collection will be showcased from July 14th to 30th in Longmen Art Projects Shanghai. The collection include works by Andy Warhol, Francesco Clemente, Rosemarie Trockel, Béatrice Cussol and Angus Fairhurst and other artists. A series of activities will be held throughout the exhibition period under the strapline ‘It all starts with an ABSOLUT BLANK’ where art students and ABSOLUT fans will have the opportunity to create art and music scratch.