Ahead of the film’s global consumer launch on 7th March 2010, ABSOLUT will challenge people’s ‘ordinary’ everyday perceptions by bringing to life the notion that, ‘ordinary is no place to be’
LONDON.- ‘I’m Here’, a robot love story ‘In An ABSOLUT World’, is set in LA and celebrates a life enriched by creativity.
The film has already proved to be a huge success after being selected to premiere at the Sundance Film Festival on 21st January this year, and will be screened at the influential Berlinale in mid-February.
Ahead of the film’s global consumer launch on 7th March 2010, ABSOLUT will challenge people’s ‘ordinary’ everyday perceptions by bringing to life the notion that, ‘ordinary is no place to be’. Across the UK, billboards and graffiti sites have subtly built intrigue around the collaboration, offering consumers the chance to attend exclusive preview screenings of the 30 minute film ‘in no ordinary places’.
The exciting week long programme of activity will commence on Monday 22nd February, focusing on smaller intimate screenings in ‘ordinary’ and ‘everyday’ locations such as bike stores, cafés and hairdressers, which ABSOLUT will use to showcase its collaboration with Spike Jonze; ‘I’m Here’. These events will take place in London, Manchester and Edinburgh, building momentum over the course of the week to a bigger yet still unconventional screening.
I’m Here stars British actor Andrew Garfield (Boy A, The Imaginarium of Doctor Parnassus) and Sienna Guillory, (Love Actually). The film, honours the creative history of ABSOLUT, while embarking on a new and innovative alliance with one of today’s most original filmmakers. The result is a film which combines Jonze’s unique style with the ABSOLUT vision of making ordinary life more interesting.
Mark Hamilton, Head of Marketing for Vodka at Pernod Ricard UK said: “With our new campaign, ‘In An ABSOLUT World, Ordinary is No Place To Be’, we hope to challenge consumer perceptions about what is ordinary and everyday, and that daily life and routine can be made more interesting. From 22nd February until 28th February, ABSOLUT will be offering consumers the chance to see ‘I’m Here’, ahead of the global online launch. Seemingly ordinary venues and locations that consumers pass by on their daily commute, that also feature in some of the key moments of the film, such as libraries, car parks and cafés, will be turned into unconventional cinemas and bars.”
Consumers will be invited to enjoy ABSOLUT drinks during the preview screening and afterwards at participating neighbouring bars.