Absolut® And Acclaimed Graphic Novelist Rafael Grampa Collaborate On
Crowd-Sourced Animated Film
NEW YORK, Feb. 3, 2014
NEW YORK, Feb. 3, 2014 /PRNewswire/ -- As part of the brand's global campaign,
Transform Today, Absolut has announced a new project with graphic novelist
Rafael Grampa, one of the featured artists of the campaign. Entitled Next
Frame, the collaboration will invite users from around the world to help
shape what happens within a new original story created by Grampa – as he
writes it. Once the story is complete, the brand will work with Grampa to
transform the still drawings into an animated film, which will premiere in
Berlin at MADE, a creative space by Absolut, on March 15^th.
Jonas Tahlin, Absolut VP of Global Marketing explained how the project fit
into the brand's new global campaign, "With the launch of Transform Today,
Absolut announced that it would be changing the way it works with artists.
Next Frame is the first outcome of that promise. Grampa's unique style of
illustration has already distinguished him within the graphic novel community,
but we wanted to give him an opportunity to transform his craft even further,
allowing for new creative opportunities. Not only will he be co-writing the
Next Frame story with online users, but he will also be imagining a fully
original story in live motion – a first for him."
Building on the Transform Today ideal of 'The future is not a given, it's
yours to create', the project opens new possibilities for the Brazilian
graphic novelist, who's inspirational personal story is a central pillar to
the campaign. After transforming his life to follow his dream of becoming a
comic book artist, he has found success by creating entire worlds out of
nothing but his imagination and a pen. Next Frame challenges Grampa to
transform his work even further by adapting his story on-the-fly, based on
According to Tahlin, "Absolut has always believed that collaboration can bring
out new creative potential. Next Frame offers the possibility of a three-way
collaboration, with Grampa creating the world and characters of the story,
online users shaping the direction, and then Absolut and Grampa working
together to create an animated film. Through this multi-part collaboration,
Next Frame transforms the artistic process in the most true sense."
When describing the project, Grampa explained, "I am always looking for ways
to transform my work. With Next Frame, I have a chance to do something I've
never done before by co-writing the story with users online, and also by
turning the illustrated story into my own animated film. It's a very exciting
project, and I am happy to be working with a brand that allows me to try new
things in the way I work."
The Next Frame project will begin on February 3^rd, when the story is
introduced on Facebook.com/Absolut. Users will then have multiple points of
intervention where they can decide how the characters will progress in the
story. After each decision, Grampa will create the next piece of the story,
inventing new places for the characters to explore -- up until the next
crucial moment that users can provide input. After two weeks of international
online collaboration, ending on February 21^st Grampa will polish the final
film, which will then be unveiled at MADE in Berlin on March 15^th.
The goal of the Transform Today campaign is to inspire people to tap into
their creative potential and explore their ability to create a new future.
Next Frame is the first example of how Absolut will bring this goal to life.
In the coming months, additional collaborations with the campaign artists
Woodkid, Yiqing Yin, and Aaron Koblin will be announced. Each collaboration
will provide opportunities for users to interact and explore the inspirational
message of Transform Today.
About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the
largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more
than 18,000 people worldwide and is listed on the NYSE Euronext exchange
The company's leading spirits and wines include such prestigious brands as
Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch
Whisky, Jameson® Irish Whiskey, Malibu®, Kahlua® Liqueur, Beefeater® Gin,
Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac, Hiram Walker®
Liqueurs, Pernod®, Ricard® and Avion™ Tequila (through a joint venture with
Tequila Avion); such superior wines as Jacob's Creek® and Brancott Estate®;
and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne,
G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in New York, New York, and has roughly 850
employees across the country. Pernod Ricard USA urges all adults to consume
its products responsibly and has an active campaign to promote responsible
For more information on this, please visit: www.acceptresponsibility.org.
Lauren Nodzak James Ellington
SOURCE Pernod Ricard USA
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