Absolut at the art of new ad campaign

Absolut Vodka is collaborating with a team of young artists and film-makers in a major TV and outdoor advertising campaign to align the brand with "cutting-edge creativity".

Absolut Blank, as the global initiative is known, comprises 18 artists working together to produce films, print and outdoor advertising, experiential events and a digital art piece that "lives and evolves" on mobile phones.

The artists include painters, sculptors, and print and film-makers.

Television advertising first aired yesterday on ITV1, Sky, Channel 4, More4, Film4 and E4. Targeting young, urban-based consumers, it is being supported by nationwide outdoor advertising and a social media campaign.

Pernod Ricard UK marketing manager Adam Boita said: "We have boldly turned the iconic Absolut bottle into a blank canvas to inspire artists throughout the world to collaborate and fill it with creativity.

"We brought together artists from a variety of disciplines and watched the journey from pure white canvas to exceptional pieces of art.

"The result depicts how artists and creativity are inspired through Absolut."

Special behind-the-scenes footage is also available on the Absolut Facebook page​, giving consumers the chance to see how the arty types developed their blank canvases into pieces of art.

The footage includes interviews with the collaborators and reveals the processes at play behind their creations.

"We want to continue the conversation with our consumers online and ensure that they can interact and get involved with the Absolut Blank campaign," said Boita. "Twitter and Facebook provide the perfect platform for this — they allow us to extend the reach of the global campaign."

Work includes collage imagery from Mario Wagner and graphic designs by Aesthetic Apparatus.

Absolut Blank builds on the brand's association with artists — it previously worked with Andy Warhol.