Absolut collaborates with fourtransformative artists to inspire anew generation of creative expression
Introducing creative collaborations with Woodkid, Aaron Koblin,Yiqing Yin and Rafael Grampá
Following its long-standing tradition of working with cutting-edge artists, Absolut is proud to announce four creative collaborations with French multiartist and musician Woodkid, American digital media artist Aaron Koblin, French Haute Couture designer Yiqing Yin, and Brazilian graphic novel artist Rafael Grampá. The collaborations are part of the company’s new global brand initiative Transform Today , which aims to connect with the creative spirit in us all and to inspire artistic transformation around the world.
Absolut has always pushed the boundaries of contemporary culture through creative collaborations – historically with artists such as Andy Warhol, Louise Bourgeois and Damien Hirst, and more recently with Spike Jonze, Ellen von Unwerth and Swedish House Mafia. With its new brand ethos Transform Today, Absolut transforms the way the brand will collaborate with artists, and will strengthen its efforts to connect global audiences through the common language of art. Absolut will support some of the most inspiring emerging artists from around the world, ones who take risks and break the boundaries around them, transforming themselves and their creative disciplines in the process. “Transform Today is a call to arms – a rallying cry for a generation of creativity to break free from the idea that anything is predetermined and to take control of their future. The brand ethos manifests our belief that tomorrow is not a given, it’s for everyone to create,” says Jonas Tåhlin, VP Global Marketing at Absolut.
To embody its new brand initiative, while reflecting the brand’s history of championing the cultural impact of contemporary art, Absolut has announced creative collaborations with a group of artists that are characterised by their daring spirits and dedication to continuously transform creative expression. Defining the cultural zeitgeist, the four collaborating artists craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more.
- Woodkid, also known as Yoann Lemoine, is a French multi-talent who constantly transforms from illustrator to designer to director to musician.
- Aaron Koblin is an American digital media artist with one foot in art and one in technology, known for his transformative visualization of digital data.
- Yiqing Yin is an emerging fashion designer from France who has already challenged and transformed the traditional world of haute couture.
- Rafael Grampá is a Brazilian graphic novel artist who transforms graphic design by lookingat each page he creates as choreography, not just simple storytelling.
The idea of Transform Today was introduced in the US during preview events in Brooklyn and San Francisco, where entire streets were transformed into local artist showcases. The events were a demonstration of the type tangible transformation that audiences can expect from upcoming phases of the campaign. Starting today, the campaign launches globally on absolut.com, which features artist profiles with intimate videos introducing the creators, the ideas that inspire them, and the goals of their work. Beginning in November, collaborating artists will open up their creative processes for global audiences both online and in real life. Coming to life through a series of interactive events, the initiative will offer participants the opportunity to explore their own creative potential through a variety of media, enabling them realize their own ability to create the future.
“I am a person who gets bored very easily, and I constantly seek to evolve. But transformation is not denying who you were before – it’s about being something more, something new and something better,” says Woodkid. “There are millions of things that I haven’t tried that I would love to explore. Let’s see where I move forward from here.”
Here the videos of the artists: