Looking for an opportunity to kick-start a thriving career as a creative? The Absolut Creative Competition could potentially see you not only get your foot in the door of national stardom but also help you make a name for yourself on some of the world’s most iconic showbiz stages.
Absolut vodka is searching for the next creative voice for the brand offering a cash prize of R320 000 (€20 000) and the opportunity for their work to be displayed on globally iconic sites like Piccadilly Circus and Times Square.
Whether you are a painter, fashion designer, or an art director, perhaps the best person to take a cue from would have to be Andy Warhol himself. As the first artist to create an original work for Absolut in 1985, not only was he able to kick-start an impactful campaign that led to hundreds of collaborations with contemporary artists all over the world. He certainly takes most credit for helping propel the apothecary-shaped bottle into a star of its own, while helping the brand claim its rightful place as the world’s second best-selling vodka.
Better still, the original concept is said to have come from Geoff Hayes, the late South African art director, then with TBWA, who revealed he stumbled upon the idea for Absolut Perfection – a first in a series of ads – at home while enjoying a warm bath. Talk about an absolute creative chance encounter!
Ultimate springboard for creative heads
Since then the Swedish company has commissioned around 850 artworks from leading artists including Keith Haring, Romero Britto, Rosemarie Trockel, Ed Ruscha, Damien Hirst, and Mickalene Thomas. Now Absolut is on a global mission to uncover the next “Haring”, calling on artists and designers – over the age of 21 – to recreate their own captivating painting of the iconic Absolut bottle. The winner will be the next artistic collaborator whose artwork will sit alongside that of the most daring creatives of the last 40 years. Upon the closing date, entries will be assessed by a panel of South African creatives. This panel will then create a shortlist of their favorites, from which the winner will come from. The South African winner will be announced in March 2019 ahead of the global grand finale in May that year, alongside 19 other countries.
“The competition is important for us because it provides a unique opportunity to celebrate the Absolut art heritage. We’re calling on a new generation of creatives to join the long line of modern art greats we’ve worked with from Damien Hirst to Keith Haring. ” says Sarah Mansfield, marketing manager White Spirits. To enter visit Absolut’ official site and follow the instructions provided.
