Integrated marketing program & Concert series

THE ULTIMATE MASQUERADE BALL

The Brief

ABSOLUT asked us to re-establish them as a relevant vodka brand amongst the 21-29 year-old creative class, playing off the brand’s history in art & music. Once a leader in art & creativity,
the spirit brand had lost cultural relevance and its edge to truly engage a new generation of consumers.

We conceptualized & executed “ABSOLUT X," a brand-owned 360-experiential platform bringing together music, art, & cocktails. The multi-year program included an event series, video series, website, social activation, festival and on-premise activations, and media partnerships.

Giant Step oversaw the creative direction and production of the series, engaging music & visual artists including Grimes, Nick Cave, Bloc Party, Sanford Biggers, Santigold, Questlove, & Walk The Moon. We also created unique drink experiences for ABSOLUT in partnership with renowned mixologists.