ABSOLUT has commissioned five artists to create word art installations that capture the brand anthem “IN AN ABSOLUT WORLD, Doing Things Differently Leads to Something Exceptional.” The five designers include fFurious, YT and Hanson Ho (H55), Kult, Kuanth and Sokkuan and they are competing to produce the most exceptional piece, incorporating the iconic ABSOLUT vodka bottle and the artists’ literal and symbolic interpretation of the theme. The concept of the IN AN ABSOLUT WORLD global campaign invites consumers to visualise a world that appeals to them – a world that one might constitute as an ideal or perfect reality. After the Singapore Design Festival, the five installations will travel as a roving exhibit to nightlife hotspots in Singapore from December 2009 – February 2010.
YT and Hanson Ho of H55 created a poster interpreting the word “EXCEPTIONAL.” Inspired by the celebratory cheer that ABSOLUT brings to every occasion, they used the myth of Rudolph ‘the Red Nose Reindeer’ as a representation of the word EXCEPTIONAL and to celebrate Rudolph as a unique festive icon. To bring in the idea of creative collaboration and inspiring creativity in all, visitors can take home a limited edition of the poster with them.
Other teams such as fFurious will be creating an light installation based on the phrase “LEADS TO” and Kult is creating a sound-interactive installation based on “DOING THINGS.”
IN AN ABSOLUT WORLD, Doing Things Differently Leads to Something Exceptional. 20-30 Nov at ION Orchard, Atrium Level 1.