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SOMEHOW, IT EVOLVED INTO A POP CULTURE PHENOMENON THE LIKES OF WHICH THE WORLD HAD NEVER SEEN BEFORE.
Step into the captivating world of Absolut Documentary, an episodic series that reveals and unravels the storied history of the world's most prolific and longest-running ad campaign— for Absolut Vodka. This character-driven, unscripted journey not only revisits the campaign's groundbreaking past but ingeniously crafts a present-day narrative, imagining what the Absolut ads would say if they were still shaping our cultural conversations today. Brace yourself for a unique blend of nostalgia, creativity, and insightful storytelling, as we explore the unlikely and unprecedented success, and enduring influence, of an ad campaign that technically began with no creative brief.
Never before has there has never been a documentary that shines a light on the inner-workings of the advertising industry—and this one is quite a story.
Join us as we raise a glass to the extraordinary journey of 2000 ads that transcended spirits and spaces—but defined the culture of the 80s, 90s, and 00s—while also celebrating the unsung legends who created it.
MEET A FEW OF THE CHARACTERS.
RICHARD LEWIS GLOBAL ACCOUNT DIRECTOR.
Richard Lewis, the global account director and undisputed authority, who took over the account when he joined TBWA advertising in 1986, and was responsible for the campaign's longevity for the next 2 decades. Richard was also the author of Absolut Book, and Absolut Sequel—both were New York Times Bestsellers.
DAVE WARREN & THOM MCMANUS COPYWRITER & ART DIRECTOR.
Dave Warren (copywriter) and Thom McManus (Art Director), a creative team from 1985-90, were the dynamic duo who took over the reigns of the campaign after Graham Turner and Geoff Hayes left TBWA, and helped steer the campaign into new directions.
Additional Characters.
- Stuart Eliott, the New York Times Advertising columnist throughout the 90s, who is a guru on all things advertising, and wrote about the campaign during its heyday.
- Kenny Scharf, the iconic, pop culture artist of the 80s and 90s, who was the third artist to make an Absolut ad in his brand, after Warhol (1986) and Haring (1987).
- Romero Britto, the iconic, pop culture, South Beach artist who credits the success of his career to Absolut Britto.
- Several of the artists, actors, activists, designers, models and photographers who were featured in the campaign.
ABSOLUT DOC TEAM.
Corey Rosenberg is a New York-based creative director/copywriter with 20 years of experience. But, his career began at the age of 11, when he discovered his first few Absolut ads in his mother's Gourmet magazines, and began collecting them. What began as an unusual hobby for an adolescent evolved into a collection of 1800 ads, meetings with many of the iconic artists who created some of the ads, and a career—influenced by that hobby.
Corey has worked as a copywriter at ad agencies like BBDO, AF&G, Saatchi & Saatchi, and Publicis, as well as at tech companies like Google, LinkedIn, and Amazon. He also spent 4 years teaching advertising at Miami Ad School, the premiere advertising portfolio school in the world.
A newcomer to the world of directing films, Corey brings the subject matter expertise, the vision, the connections with the talent, and the commitment to excellence, to help ensure that the story is told candidly and authentically. Corey's long-standing relationships with the creatives, account directors, collectors, artists, as well as the Absolut Company—along with the legal consent and creative rights he has been granted to tell this story as he sees fit—will all help ensure the film's success.
Gigi Dement is a trailblazing producer who has made a significant impact in the independent film industry. Her work has garnered numerous accolades, including the Academy Award for Best Live Action Short for "God of Love" in 2011, making her the first Philippine-born producer to achieve this feat. Gigi's journey in the film industry has been marked by a string of critically acclaimed feature films, including "Babygirl", "Bastards of Young", "The Light of the Moon", and "Lingua Franca".
In addition to her work in film, Gigi has also made a name for herself in the world of commercials, branded, and editorial content, crafting visually stunning and memorable campaigns for top-tier clients such as Conde Nast, Target x WhoWhatWear, Canon, Samsung, Verizon, Patron, Audi, Lexus, Porsche, Sephora, Anna Sui, Ferragamo, and YouTube. Her passion for storytelling drives her collaboration with both emerging talents and established filmmakers.
The past year has been monumental for Gigi, with the release of her two compelling feature documentaries, "Once Upon a Time in Uganda" and "Queen of New York", both of which have received widespread acclaim. Through her innovative company, Misfits & Heroes, Gigi is currently developing a slate of exciting projects for film and television. A proud double alumna of New York University's prestigious film programs, Gigi also imparts her vast knowledge and experience as a faculty member, nurturing the next generation of cinematic visionaries.
Jonathan Whittaker is a New York-based content creator with over 20 years of experience in the industry. Throughout his career, Jonathan has excelled in various roles, including producing and directing, short films, music videos, live concerts, commercials, TV shows, virtual reality experiences, documentaries and 3D specials. Notable among his credits are the feature films "Train Baby" and "America Here We Come".
Jonathan has had the privilege of working with esteemed clients and collaborators such as Nissan, Sony Pictures, FILM.UA, DirecTV, Gillette, Hyundai, Sports Illustrated, and Banky Wellington.
Jonathan also serves as a creative advisor and story producer for boutique production houses like Cinematografo (Philippines), Mudskipper Labs (India), and The Kr8tiv (Canada). His involvement in these organizations highlights his commitment to fostering creativity and innovation in the global film community.
Matt Porwoll is an Emmy® and Sundance award-winning cinematographer based in New York. His work has screened theatrically, appeared on TV networks such as HBO, Showtime, Amazon, Netflix, Apple+, Discovery, CNN, A&E, and PBS, and has screened at film festivals worldwide.
Porwoll shot the film TIGERLAND, directed by Academy Award®-winner Ross Kauffman, that premiered in competition at the 2019 Sundance Film Festival and garnered a 2020 Cinema Eye Honors nomination for Best Broadcast Cinematography. Showtime’s THE TRADE: SEASON 1, a 5-part documentary series about the opioid epidemic, was “beautifully shot” and “looks like carefully composed narrative cinema,” says The Hollywood Reporter. The feature documentary CARTEL LAND, which Matt shot and co-produced, “allows us to care deeply about people while creating images that propel us through a landscape of nightmares." It won Best Cinematography Awards at the 2015 Sundance Film Festival, 2016 Cinema Eye Honors and 2016 Primetime Emmys. The film was also nominated for an Academy Award® for Best Documentary Feature.
In addition to capturing intimate cinéma vérité, Porwoll also shot “dramatic recreations” for CNN's 4-part series LBJ: TRIUMPH AND TRAGEDY and Showtime’s CATCHING LIGHTNING with “reenactments that Errol Morris would approve of,” says Rolling Stone.
Production Plan.
Upon receiving a green light, we're prepared to begin shooting immediately and will work in five phases:
Phase 1| Conduct primary interviews within a professional studio setting, engaging key personnel from the agency who have contributed to the campaign's evolution over three decades. Also shoot group interviews, assembling creative directors, account managers, copywriters and art directors involved in the campaign. This approach emphasizes the campaign's breadth and adheres to a chronological narrative.
Phase 2 | Curate archival footage that substantiates the campaign's influence on, and reflection of, the cultural zeitgeist of each respective decade.
Phase 3 | Conduct interviews with pivotal artists, designers, celebrities, and respected ad critics associated with or influenced by the campaign. These interviews will be conducted on-location, immersing viewers in the unique environments of these key figures.
Phase 4 | Film stylized b-roll reenactments to offer viewers insight into the creative process, emphasizing the artisanal and analog aspects of the campaign's artistic endeavors.
Phase 5 | Develop a visually compelling graphic package featuring a timeline of pivotal ads that have shaped the narrative and trajectory of the campaign. This package will highlight the landmark advertisements central to the campaign's overarching story.
Phase 6 | The launch!
OUR USP'S.
Unprecedented Access | Exclusive behind-the-scenes access to the Absolut brand's archives, key figures, and creative processes, offering viewers an intimate look into the making of one of the world's most iconic ad campaigns, as well as written consent and creative rights from Absolut's legal team to tell the story as he sees fit.
Cultural Impact Exploration | It was the "wallpaper of every college dorm room in the 90s and 00s, as well as an unlikely hobby for thousands of fans from around the world who were interested enough in the ads to begin collecting them. Absolut Documentary provides an in-depth exploration of the cultural impact and influence of the Absolut campaign, examining how it shaped and reflected societal trends, values, and attitudes across different eras.
Creative Evolution Showcase | A showcase of the creative evolution of the Absolut ad campaign throughout its three-decade reign and run, highlighting pivotal moments, iconic designs, and collaborations with renowned artists, designers, and influencers.
Contemporary Relevance | Timely incorporation of present-day themes, ensuring the series remains relevant and resonant with modern audiences by addressing current social, cultural, and political discussions.
Global Perspectives | A global perspective that transcends borders, exploring how the Absolut brand's advertising strategy impacted and resonated with diverse cultures worldwide, providing a comprehensive view of its international reach. There was an ad for every country, city, and US state—it was the first truly global ad campaign.
Expert Interviews | Exclusive interviews with industry experts, advertising gurus, and key players in the Absolut campaign's history, providing insights and anecdotes that go beyond what is commonly known.
Visual Innovation | Cutting-edge visual storytelling techniques, including the use of augmented reality or virtual reality elements, to enhance the viewer experience and immerse them in the creative world of Absolut.
Collaborative Spirit | Emphasis on collaboration, showcasing the collaborative spirit that fueled the Absolut campaign's success, with insights from artists, marketers, and other creatives who contributed to its enduring legacy.
A New Story—One that Has Never Been Told Before | There's a documentary for every topic and every genre out there—except for advertising. While the Absolut ads are the star of this film, it's really the story of the greatest advertising campaign of all time. It is about advertising—which includes all of the global, and industry-wide, shifts, evolution, and technological advancements that took place during the campaigns life-span: From analog to digital, from hand-crafted sets to Macs and Photoshop renderings, from 1D to 3D, etc.
TARGET AUDIENCE.
Fans & Collectors | Individuals who have a fondness for the Absolut brand, including collectors of Absolut memorabilia and enthusiasts interested in its history. The campaign ended its 25-year-long run sometime around 2003, but to this day, there is still a massive global collector base.
Advertising & Marketing Enthusiasts | Professionals and enthusiasts in the advertising and marketing industry are intrigued by the exploration of one of the most iconic ad campaigns.
Cultural Historians | Those interested in cultural history and the impact of advertising on society, as the documentary delves into the historical context of the Absolut ad campaign.
Creative Professionals | Artists, designers, and creative professionals who appreciate the artistic and creative aspects of advertising campaigns and their evolution over time.
Doc Enthusiasts | Individuals who enjoy character-driven, unscripted documentary series with a blend of historical exploration and contemporary storytelling.
Pop Culture Followers | Those who have an interest in pop culture and its evolution, as the documentary explores how the Absolut ad campaign might engage with contemporary issues and trends.
Millennials & Gen Z | Younger audiences are interested in the intersection of history, culture, and advertising, as the documentary incorporates a present-day narrative to connect with a modern audience.
Educational Audiences | Students and educators in marketing, advertising, or cultural studies, as the series provides insights into the historical and cultural impact of a globally recognized advertising campaign.
Absolut approach.
Interviews.
Key Figures | Conduct interviews with key characters involved in the campaign, including advertising executives, artists, designers, and collectors. Capture their insights, anecdotes, and perspectives on the campaign's inception, evolution, and cultural impact.
Stylized Settings | Film interviews in visually striking locations that reflect the campaign's aesthetic, such as art studios, galleries, and iconic advertising landmarks. Utilize dynamic camera movements and soft, diffused lighting to create a cinematic look.
Personal Stories | Encourage interviewees to share personal stories and experiences related to the campaign, offering a behind-the-scenes glimpse into the creative process and collaboration behind each iconic ad.
Archival Footage.
Classic Ads | Integrate archival footage of classic Absolut Vodka print ads spanning different decades, showcasing how the brand evolved alongside changing cultural trends. Highlight iconic imagery, taglines, and campaigns that resonated with audiences and reflected the spirit of each era.
Cultural Events | Incorporate footage of significant cultural events from each decade, illustrating how Absolut Vodka intersected with and often influenced the zeitgeist of the time. Showcasing events such as art exhibitions, fashion shows, music festivals, and social movements can provide context for understanding the brand's cultural impact.
Historical Milestones | Include footage of historical milestones and pop culture moments that defined each decade. From political movements to technological advancements to shifts in popular music and fashion, these events can help illustrate the broader cultural landscape in which Absolut Vodka operated.
Trendsetting Campaigns | Highlight Absolut Vodka's trendsetting campaigns that broke new ground and set the tone for advertising in their respective decades. Showcase ads that challenged conventions, pushed boundaries, and captured the imagination of audiences worldwide.
Global Influence | Emphasize Absolut Vodka's global influence by including footage of international events and cultural phenomena. Show how the brand resonated with diverse audiences around the world, adapting its marketing strategies to different cultural contexts while maintaining a consistent brand identity.
Behind-the-Scenes | Include behind-the-scenes footage from original campaigns, offering viewers a rare glimpse into the production process and creative vision behind each ad. Highlight moments of collaboration between artists, designers, and advertising professionals.
B-roll.
Artistic Collaborations | Capture B-roll footage of artists and designers at work, showcasing the creative process behind the campaign's iconic imagery. Use close-up shots to highlight details and textures, emphasizing the craftsmanship involved in each collaboration.
Cultural Events | Film B-roll footage of cultural events, exhibitions, and installations related to the Absolut Vodka campaign. Show how the brand has intersected with art, fashion, and pop culture, influencing trends and shaping perceptions.
Bold Graphic Package.
Iconic Imagery | Develop a bold graphic package inspired by Absolut Vodka's iconic imagery, incorporating visual motifs such as the bottle silhouette, typography, and color palette. Use these elements consistently throughout the documentary to reinforce brand identity.
Dynamic Motion Graphics | Design dynamic motion graphics and animated overlays to enhance the visual storytelling. Integrate graphic elements seamlessly into interviews, archival footage, and B-roll sequences, creating a cohesive visual narrative.
Innovative Transitions | Create innovative transitions using graphic overlays, animated effects, and kinetic typography. Experiment with bold colors, geometric shapes, and sleek typography to add visual interest and momentum to the documentary.