ABSOLUT® BRINGS ‘IN AN ABSOLUT WORLD’TO LIFE WITH KANYE WEST, EDDIE IZZARD AND PEREZ HILTON…

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February 28, 2008 13:54 GMT

London 2008-02-28

ABSOLUT® BRINGS ‘IN AN ABSOLUT WORLD’TO LIFE WITH KANYE WEST, EDDIE IZZARD AND PEREZ HILTON…

On February the 27th, ABSOLUT® VODKA, the world’s most iconic spirits brand, will premiere Visionaries, a series of collaborations between ABSOLUT and some of the world’s leading creative lights in which the brand realizes their visions. Bold ideas that can only happen ‘In An ABSOLUT World’.

The initiative is the real life interpretation of “In An Absolut World”, Absolut’s new advertising campaign. Among the first visionaries launching their visions in 2008 will be style-makers such as Kanye West, Perez Hilton, Eddie Izzard and various Live Earth Filmmakers as well as editors from Thrillist.com, Treehugger.com and Style.com. Their visions of an ABSOLUT world - and many more will be presented on absolut.com throughout the spring.

“Building on the brands heritage of collaborating with artists and luminaries, Visionaries is our way of actively engaging with the creative community. The starting point of the advertising campaign was simple ‘what if everything in the world was approached with the ideal in which we approach ABSOLUT vodka?’ With Visionaries, we are physically exploring that idea” said Karl-Johan Bogefors, Global PR Manager, ABSOLUT Vodka.

Two of the first ABSOLUT Visions will be available to consumers in real time, as well as online. As official sponsor of the Live Earth Film Series, ABSOLUT will be touring with the film series, a collection of humorous, pithy and serious dialogues about the effects of global warming, to more than 70 film festivals around the world this year.

In addition Dan Paluska and Jeff Lieberman, both with a background from MIT, have created ABSOLUT QUARTET, an automated multi-instrumental orchestral machine, inspired by the vision “In an ABSOLUT World Machines Amplify Your Creativity”. ABSOLUT QUARTET consists of three instruments and thousands of parts working together to create one piece of music. Online user from around the world can interact with ABSOLUT QUARTET at absolutmachines.com and it is also shown at an ABSOLUT VODKA pop-up gallery on 186 Orchard Street in New York, from February thru April.

Through the ABSOLUT Visionaries initative, ABSOLUT aims to create the world's biggest community for visionaries - a dynamic place where everyone, notables and consumers alike, have the chance to rate, comment on and even interact with and improve the visions of everyone else. Once a consumer submits their vision, the vision will be open for viewing and voting. If a vision acquires enough points and is rated among the most interesting, witty, provocative and inspiring, ABSOLUT will then bring that vision to life. Realized visions will also be posted on absolut.com