It's bigger than Harajuku

TRUE worked with TBWA/Paris on Absolut Vodka’s global award-winning campaign.

TRUE worked with Absolut Vodka and TBWA/Paris on the Absolut Metropolis, a print, digital and interactive global campaign with launch events in Tokyo, London, Paris and New York. TRUE and TRACE magazine were asked to identify the most original trendsetters in the Tokyo underground scene. TRUE worked under the direction of Sebastien Vacherot and the advertising agency TBWA/Paris to style and create visual identities that incorporated the shape of the famous Absolut bottle into custom-made garments.

The campaign was launched in TRACE magazine with editorial by Claude Grunitzky and photography by Nadav Kander. The advertising campaign then ran in 60 magazines internationally.

This Absolut Metropolis idea was born – and brainstormed – out of Absolut’s decision to add a new twist to their communication within fashion by infiltrating the busy streets and teaming up with original, creative thinkers in Tokyo.

Over a seven-month period, we travelled to Tokyo numerous times in search of those urban creators who best supported our claim that rapid change could be brought by a few single-minded individuals who unleash their passions through self-creation. It gave creators an international platform where their ideas, as channelled through homemade fashion designs, could be shared with a captive audience.

Nadav Kander photographed the creators in their outfits at various locations around Tokyo. ‘I really loved this ABSOLUT project: a great team of people coming together in such an intense way for three weeks after months of preparation,’ he commented. ‘And the next thing you know, millions of people around the world will see the final images. You can’t help but be excited by such a way of communicating.’ Of his subjects, he says, ‘They’re being absolutely true to themselves in those photographs. I owe a lot to them; they’re the artists in these pictures.’

The Absolut Metropolis campaign was awarded Bronze at the Cannes Lions International Festival of Creativity Awards.

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