The Great Piggy Bank Adventure
May 15th, 2009
Create a fun and engaging educational game...
Archive / Absolut Kravitz
Absolut Kravitz
Lenny Kravitz created an original track taking inspiration from the ABSOLUT brand and bottle. The resulting score was then passed on to 10 big-name remix artists, each of whom created yet another unique piece of music. The brief was to create somewhere worthy of hosting the tracks and music video.
Our Role:
We developed the online strategy, the core component of the campaign. While setting a unique creative direction, our ideas also had to integrate with the direction of the overall campaign as set by ABSOLUT. The entire task was managed on both a global and local level and North Kingdom was responsible for all aspects of the project from concept to delivery.
Challenge:
Essentially, we were creating an online hub that would host all the tracks, music and interview videos for each artist. The challenge was to build a site that could not only cope with large amounts of downloadable and streaming content, but would also offer the audience a unique experience that would encourage them to explore all of the artists’ material.
Solution:
Our idea was based on the belief that music can change the way we perceive things and, in turn, the world we live in. Each artist was given a ‘room’, within which their music would manifest itself. Each room was given a totally unique treatment, reflecting the style and flavour of each artist. The transition from one room to the next gives the impression that the music is building and shaping the contents.
With all content free to download and distribute, we built a section where visitors could share the site with friends, then log in and see a map that showed how far their sharing reached around the world. The most connected people got their name registered in a hall of fame feature.
Target Group:
This was a global campaign, produced in English, Russian, Chinese and Spanish.
Partners:
Dreamfield, Riviera.
Highlights:
FWA Site of the day.
Finalist Clio Awards 2006
Finalist Cannes Lions 2006
