Absolut Vodka is inviting Canadians to ‘Mix Your Neighborhood’ in a new campaign that celebrates the uniqueness of the country’s diverse communities through new first-of-its-kind cocktails developed using AI. The campaign, created by Ogilvy Canada, is a tribute to the people, places, and cultures that define the Canada’s iconic neighbourhoods – from Mile End to Ossington.
The premium vodka brand reached out to locals and bartenders to identify the key attributes, or “ingredients,” that make their neighbourhoods unique, tapping into diverse communities, rich histories, and vibrant cultures. Absolut then used these neighbourhood-specific ingredients as prompts to ask an AI platform to mix stunning cocktail artworks, each one a portrait celebrating a Canadian neighbourhood. From there, Absolut took the AI cocktail artworks and worked with bartenders to bring them to life via curated cocktail recipes, inviting people to drink their neighbourhood.
Absolut has always believed in pushing creative boundaries, and proudly boasts a progressive mindset in culture. As a brand that’s ‘Born to Mix,’ the rise of Artificial Intelligence presented a unique opportunity to create a new way to mix cocktails, and to build a deeper connection with Canadians and their neighbourhoods along the way. Leveraging the role of AI, the creative idea and execution by Ogilvy Canada embraced technology and progressive trends, while still celebrating the history, heritage, and culture of people and communities across Canada.
Francesco Grandi, Chief Creative Officer of Ogilvy Canada, said: “Absolut was Born to Mix – and it’s usually mixed in the most iconic neighbourhoods across Canada. Inspired by their eclectic nature, we asked ourselves, ‘If your neighbourhood was a cocktail, what would it look like?’ AI brought it to life in the most surreal way. Then we challenged mixologists to make the digitally-infused drinks real. It’s an idea at the heart of Absolut’s DNA. We believe that AI can unlock a new level of creative and strategic potential for innovative brands like Absolut, allowing them to evolve alongside culture and to show up and delight audiences everywhere.”
Absolut will continue to craft new cocktails inspired by neighbourhoods in Canada, they will be hosted on absolut.com/en-ca. The brand also invites locals everywhere to nominate their ‘hoods and tell them what makes it unique for a chance to be mixed by AI. Neighbourhood cocktail recipes and downloadable cocktail artwork can be found on the website.
About Ogilvy
Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities. Our experts in Advertising, Experience, Public Relations, Health, and Consulting work fluidly across 131 offices in 93 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on LinkedIn, Twitter, Instagram, and Facebook.
Media Contacts: David Ford / david.ford@ogilvy.com
