BrewDog Distilling Co.’s Abstrakt Vodka brought a
splash of colour and creativity to East London on April 22nd with the debut of
their first OOH campaign.
The vodka brand, made for the nonconformist, revealed an installation on
Quaker Street in Shoreditch, featuring an all-white billboard. From 12pm,
curious passersby were invited to make their mark on the billboard when they
were handed balloons filled with colourful paint and encouraged to express
themselves by launching the balloons at the blank canvas. The result was a
colourful chaos. At the end of the day, a section of the vinyl on the billboard
was peeled back to reveal the Abstrakt bottle hidden below, now framed by
everybody’s creativity.
Those getting involved were also given a voucher for a free Abstrakt Vodka
and mixer to be redeemed in their Shoreditch BrewDog bar location, just 300m
from the billboard.
“Vodka can take itself very seriously,” explained Dan Jones, Head of Marketing
at BrewDog Distilling Co., “But at Abstrakt, we’re all about creativity and self-
expression. As vodka is the baseline of so many great cocktails, we encourage
you to experiment in your own way, whether that’s making up a cocktail on
the spot or using a bit of a lesser-known mixer to craft your perfect drink. The
theme of creativity was vital to our Quaker Street activation, where we gave
passers by the chance to help create our new billboard.”
Abstrakt Vodka is distilled five times in bespoke copper pot stills at BrewDog’s
distillery in Ellon, just outside of Aberdeen. The vodka is smooth and crafted to
be enjoyed neat, mixed, or in cocktails – however you want. The Abstrakt
range includes their Original Vodka, the perfect blank canvas, as well as
Watermelon x Strawberry, Raspberry x Lime, and Madagascan Vanilla x
Toasted Marshmallow.
The activation was developed in-house by Abstrakt’s creative team and
brought to life in collaboration with Build Hollywood and Rock Soup Media.
Abstrakt Vodka’s aim is to encourage the expression of creativity, which is
distilled in every bottle, and can now be seen on the walls of Shoreditch too.
The final billboard will remain live for the next three weeks.