Campaign India Team
Aug 09, 2019

Absolut looks to get rid of 'colours' from the world

Watch the film conceptualised by Lowe Lintas here

Absolut is looking to help build global unity through its brand campaign titled 'Born Colourless'. 
 
Through a film conceptualised by Lowe Lintas, the film features tense situations across the world (including India) between different religions and races. This changes soon as the protagonist throws colours across to the other side to make sure every one is of a different colour and the revolt changes to a celebration.
 
The campaign also features 31 Pernod Ricard employees from different nationalities and ethnicities.
 
Kartik Mohindra, CMO, Pernod Ricard India, said, “Absolut has five brand beliefs, on the basis of that we need India specific campaign which resonates with the millennials for the sentiment, that go hand in hand in making the world into a better place. That’s where we started from, and the whole output came out to be better. The campaign addressed three-four of its beliefs that the brand has stood for." 
 
Janmenjoy Mohanty, regional creative director, Lowe Lintas, said, “It isn’t often that a core product truth and a human belief come together cohesively to present before the world a compelling point of view that is, unarguably, the need of the hour. That’s what ‘Born Colourless’ is all about. An idea born out of the creative tenets of the Absolut worldview, aimed at creating a better tomorrow. The idea is also a tribute to a client who backed this courageously and in full measure – going as far as getting employees from across the world to feature and play many roles in the commercial. All of which make this idea very special for us.”
Source:
Campaign India

Related Articles

Just Published

22 hours ago

Facebook removed 7 million Covid-19 misinformation ...

The social-media network has shed light on the scale of the coronavirus misinformation problem, with posts related to fake cures among the millions it has removed over recent months.

23 hours ago

Spikes Asia brings awards forward to February 2021

Inaugural Spikes Asia Creativity Report will also be released as the awards move to become an early regional benchmark in the leadup to Cannes Lions.

23 hours ago

Drawing conclusions with Aditi Jain

Weekly commentary, observational humour and satire on contemporary events by Aditi Jain, director - brand strategy, Ogilvy

1 day ago

Amazon shows ease of selling on platform

Watch the films conceptualised by Ogilvy here