Together with musician Woodkid, digital artist Aaron Koblin, fashion designer Yiqing Yin and designer Rafael Grampá, Absolut Vodka has invited the outside world in to experience and to create. Forgoing traditional advertising channels for more creative ones, we have transformed entire streets into art galleries. Transform Today shows how personal expression can alter how we perceive the world, and how this can spur further change. This array of perspectives creates a progressive force and promotes development.
The next step was to bring Transform Today to life through exceptional Nights experiences. For Absolut Nights, we invited artists to create interactive experiences: in Johannesburg, visitors became part of a light show when the artist Charles Gaeken used their movements on a dance floor to control the pyrotechnics. In Sao Paolo, author Marianne Krawzyck transformed a night out into a theater experience in which visitors assumed different roles, altering their own images in the process.