In the Eyes of the Beholder  - Absolut

Absolut wanted to create a travel series to highlight the different cultures that exist within India. The challenge was to create something that strengthens the brand’s positioning and is unique enough to stand out in the clutter.

 

The idea I pitched was to represent each city from various perspectives. A city is usually represented by certain elements that appear the same to everyone, typically tangible in nature. But it is unfair to define a place inhabited by thousands of people from different communities, by only one perspective. What a city means to one person, may be very different from what it means to another denizen of the same city, depending upon their experiences.

 

The idea is simple: We pick an artist and make them meet people of their own city. The people we select will be of different backgrounds, and communities, so that each perspective we get, is a fresh one.

 

The artist will collect motifs from each of them. A final artwork will then be created by the artist by bringing all these motifs together to create an artwork in the shape of the iconic Absolut bottle. The final artwork will represent the truly colourless nature of each city, because in an Absolut world, every point of view holds equal importance and deserves to be represented!

Each episode will show the journey of our artist visiting these people, listening to their stories, discovering new perspectives and collecting visual motifs from everywhere. At the end of each episode, we will show a glimpse of the compilation process and reveal the final artwork.

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