Absolut Open Film Project is a great example of social media use in alcohol advertisement.
Distributor of Absolut brand in Brazil, Pernod Ricard Brasil, runs a campaign that allows users to show connection to the brand using combination of social networking tools. Facebook serves for making the script. Vine allows shooting movie clips. Instagram hosts posters.
Absolut Open Film Project is currently in its third stage, where users are composing music. The campaign was launched on 15th of October. For 15 days participants were producing a script for the movie using Absolut Facebook page. Work was coordinated by Edson Oda, copywriter from Los Angeles. Then users were asked to make short clips using Vine. The final movie will be compiled by Tinico Rosa a tattoo maker, who also created the first scene in the movie. Starting 21st of November users will select a music track by mixing sets provided by two DJs – Lucio Morais and Jurija Chix. Finally, the poster of the movie will be created using Instagram. This part will be coordinated by famous comic book artist, Rafael Grampá.
This combination of crowd sourcing, user-generated content, social networking and role models looks like a perfect combination. The website of the project is very nice, fast and fits with the brand image of Absolut vodka.
Unfortunately careful observer will see some compliance issues. The website is accessible without from all over the world. It has an age checking gate set to 18 years old (which may not be a legal drinking age for users coming from somoe jurisdictions). It also displays a pop-up with terms of use, that are different than the one linked from the page itself. The one in pop-up is provided by Absolut Company AB, while the one linked from the site is Brazilian and provided by Pernod Ricard Brazil. We noted also some minor glitches (ie. missing link to the description of the campaign, or lack of contact e-mail in the text of Pernod Ricardo’s Terms of Use).
Campaign Absolut Open Film Project is created by F.Biz agency, part of WPP. Operating in the Brazilian market for 13 years, F.biz performs services in several different strategic fronts and has stood out in the market with a significant growth of nearly 50% annually. F.biz believes that the agency’s role is to develop and maintain strategic brand positioning, generating results for the client’s business.
Creative Direction: Bruno Costa, Clauber Volinsky
AD: Leandro Bordoni, Carlos Pimenta, Murillo de Paula
CW: Léo D’Andrea, Rodrigo Casanovas
Photography Direction: Leandro Bordoni, Marcus Tomaselli
