Editors' Choice: 'Create a Better Tomorrow, Tonight' launches with a spot directed by three-consecutive-time Academy Award winner Emmanuel Lubezki
Today Absolut launches Create A Better Tomorrow, Tonight, a new global campaign celebrating some of history’s most creative moments. The platform will continue to celebrate the brand’s commitment to the creative arts and follows their previous film Equal Love and #KissWithPride campaign. Absolut has always been a longstanding champion of creativity and since the late 80s has collaborated with more than 550 artists, ranging from greats such as Andy Warhol, Keith Haring and Tom Ford right through to contemporary figures such as Deadmau5 and Mickalene Thomas. Create a Better Tomorrow, Tonight will see collaborations with five creatives that are also trailblazers in their own artistic form.
Absolut has always been a longstanding champion of creativity and since the late 80s has collaborated with more than 550 artists, ranging from greats such as Andy Warhol, Keith Haring and Tom Ford right through to contemporary figures such as Deadmau5 and Mickalene Thomas. Create a Better Tomorrow, Tonight will see collaborations with five creatives that are also trailblazers in their own artistic form.
To launch the campaign, Absolut has partnered with internationally acclaimed cinematographer and three-consecutive-time Academy Award winner Emmanuel Lubezki to create ‘One Night,’. Accompanied by a voiceover from Oscar and Golden Globe nominated actor / musician, Juliette Lewis, the film celebrates some of the universe’s most powerful moments of creativity.
In addition to the release of ‘One Night’, Absolut has collaborated with five artists to launch a global OOH/print campaign to bring to life their idea of a better tomorrow under five of Absolut’s brand beliefs.
These beliefs are: that no matter where we are from, we are human; that everyone should be free to express themselves; that all genders are equal; that people should be free to love who they choose; and that producers should be transparent about their production.
Mickalene Thomas, Toilet Paper Magazine, Olivia Steele, Stevie Gee and RUDE have been handpicked and asked to create their own vision of a better tomorrow incorporating one of these beliefs into each one of their creations.
The five pieces of artwork provide the platform for an ongoing series of creative collaborations that will see Absolut continue this theme over the coming months and into next year.
Gaia Gilardini, Global Communications Director, shares: “Absolut has always believed in the power of creativity”, highlighting the direction of the new platform.
Ian Heartfield, Executive Creative Director of BBH London said: "Great ideas happen when people get together, more often than not the best of these ideas occur at night. This film is a celebration of the greatest idea that came from a night - the creation of life itself. It’s the latest collaboration from our partnership with Absolut and the perfect launch for Create A Better Tomorrow, Tonight, Absolut's celebratory call to arms."
Create a Better Tomorrow, Tonight will also be executed across social, with Absolut collaborating with seven additional artists on a digital campaign, each also briefed to create their own vision of a better tomorrow. The work created by photographer Catherine Losing, musician Nakury, illustrator David Luepschen, graphic designers Chrissie Abbott and Tracey Ma and street artists Bambi and Hansky is set to be showcase across Absolut’s social channels.