ABSOLUT CANADA (2003)
From the archive...
Back in 2001, when I was interviewing to become ECD for TBWA/Chiat Day Canada, part of my interview process involved flying to San Fransisco to meet the then Global ECD Chuck McBride. During the flight I was thinking about the accounts I might be working on-and one would be Absolut Vodka. Ever since I first entered the business I'd always wanted to work on the brand because of the campaign that had been developed for it. In case you're not familiar, each print execution features an interpretation of the iconic bottle shape. It could be interpreted by an artist. It could 'appear' as part of a landscape. I imagined it representing different aspects of Canada for which the country has become famous.
As I flew over the vast agricultural swathes of the Canadian heartland I saw that the shapes of fields could 'form' the bottle shape. I knew Niagara Falls would be a shoo in. I knew there would be plenty of other executions. I just needed to join the agency.
I got the job. A year later I presented the campaign to Absolut. They bought it, and the results are below.
POSTCARD MAILER
Concept and Creative Direction: James Spence
Copy/Art Direction: James Spence, Mike Blackmore, Jeff MacEachern
Photography
Shin Sugino
Agency
TBWA/Chiat Day
Copy/Art Direction: James Spence, Mike Blackmore, Jeff MacEachern
Photography
Shin Sugino
Agency
TBWA/Chiat Day
ABSOLUT CHRISTMAS (2002)
Another campaign we developed was an Absolut Christmas campaign. And what could be more of a Christmas rutual than untangling the Christmas tree lights drunk on vodka?
"Live" special build outdoor billboard that ran concurrently with the print campaign.
