Absolut Out & Open
Brand experience, 2022
Art direction, branding,
social media, web design
To celebrate the 2022 pride month, Absolut launched their newest digital experience, Out & Open, to bring awareness to LGBTQ bars and restaurants. The ongoing initiative taps voices of people from many different backgrounds, genders, and sexual orientation that share their personal stories highlighting the poignant role that LGBTQ spaces have played, and continue to play, in their lives. Together at Ogilvy and in collaboration with PR agency, Weber Shandwick, we designed the website, branding, and OOH campaign promoting the platform.
The website, featuring portraits by Bronson Farr, offers an audio-visual series that brings to life real stories from inside the walls of these vital spaces.
These stories capture Absolut's proud support in the LGBTQ community as a brand born to mix and that extends to their ethos of being open to all genders, sexual orientations, ethnicities, backgrounds, and more.
The colorful and vibrant branding for the platform also features Absolut's Pride bottle, proudly representing Gilbert Baker's iconic Rainbow flag since 2008, which has now been released in its newest design.
Ogilvy 485, Chicago
Design and Art Direction
Absolut Continues 40+ Years of LGBTQ Allyship with Introduction of 'Out & Open' Platform to Bring Awareness to Community Bars and Restaurants—prnewswire.com
© 2022 Martin Pohlmann