brand-e

By Hugh Jordan. Absolutely rocking. Swedish Vodka maker Absolut has launched a Rock Edition bottle – part of its homage to all things rock and roll – and gone all documentary on it.
The black studded container was released globally last month, and the brand is hoping it will become something of a collector’s item. “Absolut has a genuine passion for creativity, says Anna Malmhake, global brand director at the company. “For decades, rock music has been a key driver of contemporary culture. Absolut Vodka Rock Edition is our way of celebrating rock and roll.”
Renowned rock documenter Danny Clinch was tasked with following Wolfmother around on tour. (No stranger to life on the road, Clinch has previously photographed the likes of Bruce Springsteen and Tom Waites.) He spent a couple of days with the rock band as it rehearsed, recorded and gigged around LA – the Rock Edition Absolut never far from its side. Over 4,000 photos were taken in total, the best of which can be viewed on a dedicated Absolut website and will be used as promotional material.
The footage is shot from a first-person perspective so that visitors to the website will feel like they are there on the road with Wolfmother, and hanging out with the band.
Clinch he jumped at the opportunity to be involved with the brand. “The coolest part of this initiative is that Absolut basically asked us to do what we normally do,” he explains. “Wolfmother were recording and performing, and I captured this with my camera. It really is amazing when no one has to compromise on one’s art to do a great advertising campaign.”
Malmhake believes the results speak for themselves.
“We have collaborated with the world of music several times before and we are very happy to launch this initiative together with such great visionaries as Danny Clinch and Wolfmother.”