ABSOLUT Vodka’s advertising usually is soaked in colour and vivid tones, but not this time. The iconic vodka brand this year has launched the ABSOLUT Blank campaign, which included a plethora of art pieces and offered consumers an opportunity to create their own masterpieces, and now it is presenting a unique poster, which is made of shades and light—nothing else.

Photo: ABSOLUT Vodka Purity poster by Simon Schubert, www.paper-plane.fr

The new breath-taking poster, which was unveiled on December 14 at one of Avenue de l’Opéra’s bus shelters in Paris, comes as the best embodiment of realness one ever could see in vodka brands’ campaigns. The new promotional piece by German artist Simon Schubert, who is known for his bespoke ‘folded’ art pieces, is made from a sheet of paper without any paints or ink. The poster, which features the new limited edition bottle of ABSOLUT Mode unveiled this summer, is made using only light and shades, which adds to the atmosphere of ultimate lightness and purity. The minimalistic white image is formed by wrinkles and folds, in which light is plating, creating a picture on a piece of blank 100 % cellulose paper.

The campaign, developed and curated by the Being advertising agency, comes as a new chapter in ABSOLUT Vodka’s purity story. Two years ago, the brand unveiled a hilarious work by Dan Tobin Smith featuring an ‘alchemist’ set or an installation by Paul Graves, which included mirrors, but the new inkless piece is probably the most accurate representation of the brand’s pure nature.