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Absolut Vodka, the spirit that is 'Born to Mix' is known as a brand that likes to push creative boundaries and proudly boasts a progressive mindset in culture. So, it should come as no surprise for the brand's 'Mix Your Neighbourhood' campaign they leveraged Artificial Intelligence (AI) to present a unique opportunity for Absolut to adopt a new approach to mix up cocktails - with neighbourhoods as its key ingredient.
Absolut is always looking for new ways to mix, and the combination of neighbourhoods and AI technology unlocked a rich territory for mixology that hasn’t been explored visually before,” says Caroline Begley, VP of Marketing for Corby Spirit and Wine. “Through this campaign, we want to leave Canadians inspired by the people, places and culture that surround them and to drink in every last drop of what makes these places special.
Absolut started in the heart of multiple neighbourhoods across Canada - like Toronto’s Ossington, Montreal’s Mile End and Calgary’s Banff - and engaged locals to discover the key ingredients of their neighbourhood and what makes it unique. Next, Absolut gave these ingredients to an AI platform and asked it to mix cocktail artwork as they looked to celebrate each neighbourhood. From there, Absolut took the AI cocktail artwork and worked with bartenders that mixed them into delicious cocktail and mocktail recipes, so everyone can drink their neighbourhood.
Who is behind Mix Your Neighbourhood Campaign:
- Public Relations - Citizen Relations
- Brand - Absolute (Corby Spirit and Wine)
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