The advert consists of six genuine artistic installations created by artisans from different materials and environments to tell part of the Absolut story. "Doing things differently leads to something exceptional" is spelled out of ice blocks, wheat, hanging Absolut bottles, flying lanterns, balloons and glass cylinders. I really enjoy the beautifully crafted typography and the poetic manner in which the advert unfolds. However it is the clear, strong branding of the product that interests me most. The advert is very characteristic of the Absolut brand, recognised for it's outstanding marketing, and distinguishes it from other competitors.
" 'Anthem' conveys our most fundamental brand belief and states Absolut has a long-term commitment to creativity", Anna Malmhake, global brand director at Absolut.
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