The ABSOLUT Vodka bottle’s kaleidoscopic range of iterations in print ads, short film pieces and throughout copious collaborations have made the liquor brand’s basic container a valuable asset and a veritable canvas for aspiring artists across the globe. Honing in on a marketing opportunity, ABSOLUT selected 18 creatives to get involved with ABSOLUT BLANK - a project that pretty self-explanatorily asks each participant to lend a visual makeover to a model of one of the brand’s standard, blank vodka bottles. The eclectic results include the intricate and surreal work of Good Wives and Warriors, energetic collage imagery from Mario Wagner, graphic design from Robert Mars and bright, geometric artwork from UVA, among others. Simply a great idea, ABSOLUT BLANK demonstrates how the venerable vodka brand has managed to once again leverage one of their most basic commodities - their bottle - as a trademark. It may not be tall, slender, glossy or frosted; but the ABSOLUT bottle makes for an ideal blank canvas for artists of all kinds. At the end of the day, that’s a lot more valuable than a luxurious or high-end perceived brand value. Art as commerce - Warhol would have been proud.
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