Objective

Creative Idea:

‘United by the Beat’ captured the unifying power of music while celebrating individual self-expression through AI.

• Insight: Just as Absolut Mixers are born colorless and take on character based on what they mix with, Sunburn is an eclectic blend of people, music, and moments. The campaign’s core belief in breaking biases extended beyond creativity to the idea that AI isn’t a replacement for human emotion but a collaborator in enhancing it.
• What Made It Stand Out: This was the first-ever campaign to integrate face-swap generative AI and video-to-video AI transformation, creating hyper-personalized content that blurred the lines between reality and digital artistry, proving that AI can exist harmoniously alongside human storytelling.

Strategy

The Challenge:
How to stand out in a sea of Sunburn X Creator collaborations and elevate Absolut Mixers’ brand identity beyond generic festival content.

Execution:

Creative Translation:

Blending the Absolut Mixers and Sunburn worlds, the campaign didn’t just capture Sunburn’s high-energy moments; it infused them with Absolut Mixers’ ethos of mixing things up and breaking traditional creative boundaries.

• AI-powered storytelling: Face-swap reels featured festival-goers blending into the Absolut Mixers’ world, their energies and expressions morphing into AI-enhanced festival visuals. This illustrated how Absolut Mixers add vibrancy to every mix, both in drinks and in cultural moments.
• Creator collaborations with chintanrachh, hustlerani, @bhargkale, and @dotandthesyllables. AI-transformed festival content reflected their unique personalities, emphasizing that AI is a tool for self-expression rather than uniformity.
• ‘The Colours and Auras of Sounds’ theme: AI-enhanced visuals depicted Sunburn’s unfiltered energy, reinforcing that AI can enhance human creativity rather than erase it.

Tone, Messaging & Visual Style:

• A fusion of Absolut Mixers’ bold, artistic storytelling with Sunburn’s high-energy environment.
• Signature Absolut Mixers surrealism meets Sunburn’s festival energy, creating a vibrant yet premium visual identity.
• Aesthetics rooted in Absolut Mixers’ artistic expression, with neon-hued overlays and abstract AI-generated patterns symbolizing the fusion of technology, music, and creativity.
• Conversational, Gen Z-friendly tone, leveraging Reels language to ensure engagement while keeping Absolut Mixers at the forefront.
  
   

Results

• Business Impact: Sales growth, revenue increase, and market share gains.
• Brand Impact: Awareness, engagement, and sentiment shifts.
  • 50% Share of Voice for the brand, highest within the category.
  • 0.45 Mn+ interactions.
  • ++3.5 points for ad recall for activation.
  • 3x ad recall from partnership ads (in comparison to BAU).
  • 217% increase in engagement rate.
• Data & Metrics:
  • Reach: 40M
  • Views: 6M
  • Impressions: 194M
  • Engagement: 23M
  • Engagement Rate: 12%

Media