the community (UNITED STATES)
|ABSOLUT INDIA, "Interactive Installation"||24-02724-MI|
Agency (city): SapientNitro, Guragon
Creative Director(s): Suchitar Gahlot
Copywriter(s): Sunil Vallu
Production Company (& City): BeatFactory, Guragon
Agency Producer(s): Ashish Nagpal
Film Production: Jamun Films
Sound Design: Antara Aneja
Sound Production: Amit Yadav
Executive Director: Sohini Pani
Worldwide Chief Creative Officer: Gaston Legorburu
Account Director: Ruchika Khanna
Absolut’s is a creative journey that begins at ‘Absolut Blank’. What you make of the Absolut experience is up to you. From a communication point of view, the job for the agency was to create an immersive concept that leverages technology, design and consumer behavior.
The Absolut India project is unique in using sounds as opposed to images to deliver an experience. The installation is an arrangement of ‘bottled up’ Indian sounds contained in ten polyresin cast Absolut bottles. Each bottle is labeled corresponding to the sounds it contains and uses custom electronics to deliver the experience. When a person eavesdrops on a bottle, he triggers sensors that ‘play’ the pre-recorded sound clip.