Absolut Launches Global Creative Competition with Sonic Segue Through the Decades

Absolut has launched a new global creative competition with a nostalgic campaign spot entitled ‘The Walk’. Taking a trip down memory lane to promote a call for entries for the competition, the vodka brand has partnered with BBH London and sound design and music production studio, String and Tins to craft a suitably creative new film.

Renowned for its artist collaborations, Absolut has worked with hundreds of artists since 1985 to create posters for its vodka.

The brand’s ethos of creative collaboration is at the heart of the new campaign ad which journeys from the 1980s up to the modern day. The clever carousel-style spot sees an artist affix their Absolut artwork to a street wall before walking into a bar whilst posters from over the years are hidden in the scenes. Starting in the 80s, characterised by boiler suits, boom boxes and neon lighting, the scene is set with a suitably energetic, synth-centric disco sound. The artist’s sequence repeats as the spot transitions into the 1990s with a slower hip-hop beat and vocals. The 2000s are signified by indie guitars whilst the 2010s bear a contemporary sound of electronic and future bass.

Creatively devised by BBH London, London-based sound design and music production company String and Tins were brought on board to craft the intricate sound and music for the film. The film’s soundtrack is integral to the spot and involved the weaving of multiple elements. The music crafts the film’s narrative by capturing the genre of each decade and signifies the era change whilst embodying Absolut’s upbeat brand identity.

On creating the mix for the film, Joe Wilkinson at String and Tins says: “We did a series of genre tests to create the initial soundscape. We settled on the combination of New Romantic, Hip Hop, Indie and Future Bass for each era chronologically which you can hear in the film. We then developed the four compositions in tandem, using similar chord structures and melodies to give a subtle sense of unity. In addition to that we experiment with diegetic vs non-diegetic treatment in the mix to balance the overall momentum of the piece against the realism.’

Absolut ‘The Walk’ is now live on online and on social media.