Home > Creative, Online > Absolut and Spike Jonze / I’m Here

Absolut and Spike Jonze / I’m Here

Branded content reaches new heights with the latest Absolut vodka collaboration

We first heard whispers about the collaboration between now infamous ‘Where the Wild Things Are’ director Spike Jonze and Absolut late last year, and have been hanging out for a taster ever since. This week, at the Sundance Film Festival, Absolut finally launched a short film, titled I’m Here’. A wonderfully whimsical tale about two robots living in LA that Jonze says is his first love story.

Absolut has managed to strongly align itself with the arts since its first creative collaboration featuring Andy Warhol in 1985 and has been associated with up-coming and established artists, musicians and designers ever since. Jonze said of the collaboration, Absolut ‘didn’t give me any requirements to make a movie that had anything to do with vodka. They just wanted me to make something that was important to me, and let my imagination take me wherever I wanted’.

The investment in such an acclaimed director seems to have already paid off with the 30-minute film being accepted into film festivals globally, including Berlin next month, Turkey and the aforementioned Sundance. Brands are slowly moving towards content creation that doesn’t rely heavily on product placement – see the Prada First Spring story – and for the results to be recognised in their own right at industry awards is certainly a step in the right direction.

Created in conjunction with Absolut’s long standing agency TBWA/Chiat/Day, New York, ‘I’m Here’ will be released globally in March, when it will air on cable TV, online and be sold on DVD.

www.imheremovie.com
I’m Here blog http://blog.imheremovie.com

(via: Contagious Magazine)

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