Absolut To Reimagine NightLife

Absolut celebrates the latest iteration of Absolut Nights – the next step of the brand’s Transform Today™campaign – dedicated to inspiring consumers to push nightlife conventions beyond their limits. A short film featuring a never-before-heard track from electronic music duo, Empire of the Sun, leads the campaign by showcasing real experiences of Absolut nightlife.  Inspiring consumers to reinvent their own night out, Absolut has launched Absolut Spark, a new limited edition illuminated bottle.

Absolut Nights builds on the momentum started by a series of transformative global events in 2014, hosted by Absolut in New York, Sao Paolo, Berlin and Johannesburg, that infused nightlife with unprecedented creativity thanks to one-of-a-kind artistic collaborations. Each event featured a different artist who reimagined a traditional nightlife convention – from over-sized, inside-out disco ball to pyrotechnic-triggering dance floors – to create a collective rush of adrenaline for event attendees.

“At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out, ” said Joao Rozario, VP of Marketing, Absolut. “By infusing the unexpected into the ordinary, Absolut Nights aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like. ”

Footage captured from real Absolut events around the globe sets a dynamic backdrop for the brand‘s latest short film and serves as the creative featured in Absolut’s new TV advertising, appearing on late-night TV, cinemas and beyond. Placing real consumers and nightlife enthusiasts in the spotlight, the short film, directed by Grammy-winning director Melina Matsoukas, features a never-before-heard track from the electronic music duo, Empire of the Sun.

“My vision for the film was to capture the energy and excitement of these real experiences, creating a story which takes the audience on a journey into Absolut Nights. Each event explored the intersection of creativity and nightlife in incredible ways, so I wanted to ensure the film did justice to the experiences, embracing every detail that went into creating events,“ said Film Director Melina Matsoukas.

«Our music is about more than just being memorable – we aim to make music that transcends and takes you to another dimension, creating an experience beyond the earth and out of the ordinary that sticks with you long after the night is over, much like Absolut Nights”, said Luke Steele and Nick Littlemore of Empire of the Sun.

To further celebrate Absolut Nights, the brand is giving consumers the chance to #SparkYourNight with the new Absolut Spark bottle – a limited edition, illuminated bottle of original Absolut Vodka.  Featuring a multi-faceted bottle with a light that shines through the bottom, Absolut Spark gives consumers the ability to shine a new light on their nightlife rituals for up to eight hours. The Absolut Spark bottle is currently available nationwide.

Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs a workforce of nearly 19,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).