In an Absolut world you rock

Absolut Vodka presents a new stylish rock & roll gift pack and a creative collaboration with Danny Clinch and Wolfmother 

To pay tribute to rock and roll, ABSOLUT VODKA, the leading international premium vodka, is launching the ABSOLUT VODKA ROCK EDITION, a limited edition leather and studs bottle gift package.

In its celebration of rock, ABSOLUT has also brought together visionary rock and roll photographer Danny Clinch and the sought-after rock band Wolfmother in a creative collaboration that invites the consumer to take part in the authentic rock and roll lifestyle.

“ABSOLUT has a genuine passion for creativity, and for decades rock music has been a key driver of contemporary culture. We have collaborated with the world of music several times before, and ABSOLUT VODKA ROCK EDITION is our way of celebrating rock and roll. The 700ml limited edition bottle is a true collector’s item, launched in New Zealand from November 2009” says Rachel Morrison, ABSOLUT Group Brand Manager in New Zealand.

Capturing Wolfmother and the ABSOLUT VODKA ROCK EDITION bottle in a series of photographs, Danny Clinch has created an authentic ABSOLUT world of rock and roll, in which consumers are invited behind the scenes to rock “with the band”.
During a couple of days Danny followed Wolfmother around L.A., shooting more than 4,000 documentary photos. Danny has also produced an exclusive director’s cut film, depicting his vision of rock and roll, and showing his amazing images coming to life.

“ABSOLUT has an impressive history of collaborating with well respected artists. Being part of that process has been very exciting”, says Danny Clinch, one of the world’s most renowned rock photographers with classic images of Bruce Springsteen, Neil Young and Tom Waits in his portfolio.

“The coolest part of this initiative is that ABSOLUT basically asked us to do what we normally do. Wolfmother were recording and performing, and I captured this with my camera. ABSOLUT has always been at the forefront of artist collaborations and it really is amazing when no one has to compromise on ones art when doing a great advertising campaign.”

In absolut.com/rockedition there is a virtual photo exhibition and a first person point-of-view film following Wolfmother and Danny Clinch in the studio, backstage, on stage, in the tour bus and so on. For the visitor, this film creates the feeling of actually being on set, hanging out with the band. Thanks to the latest digital technology, the visitor can easily explore the material and find favorite themes and images.

"We really enjoy being part of this initiative”, says Wolfmother’s singer Andrew Stockdale. ABSOLUT introduced us to Danny Clinch, inspired us to collaborate and gave us the space to do our thing. The best results happen when artists are given the trust to do what they do best, and with that freedom Danny has captured an authentic day in the life of Wolfmother – recording in the Sunset Studio in L.A., during a gig and hanging out at the Roosevelt Hotel. This campaign invites people behind the scenes to experience a bit of the classic rock and roll dream”.

The new gift pack builds on the legendary ABSOLUT history of creative and groundbreaking bottle and package design, with recent big sellers like IN AN ABSOLUT WORLD EVERY NIGHT IS A MASQUERADE, ABSOLUT BLING BLING and ABSOLUT DISCO.

The new ABSOLUT VODKA ROCK EDITION 700ml gift pack is available in New Zealand now from leading liquor outlets (RRP $34.99).

www.absolut.com/rockedition