Jonze, the director of Being John Malkovich and Adaptation, will work with Absolut on his “vision of an Absolut world” over the next few months.
Mark Hamilton, head of marketing for Vodkas at Pernod Ricard says creativity is core to everything the brand does and the collaboration with Jonze “goes far beyond traditional advertising”.
Pernod Ricard acquired the brand from Vin & Sprit last year, and announced its first major marketing push for the vodka in September, with an advertising campaign that aimed to define the brand’s “doing things differently leads to something exceptional” concept.
The brand is also bringing its entire creative advertising history together as part of an exhibition in Sweden, and launching the Absolut Art Award to celebrate 30 years of “artistic creativity”.
The brand has worked with artists including Andy Warhol, Damien Hirst and Lenny Kravitz.
The Absolut Art Collection at the Historical Museum of Wines and Spirits in Stockholm, will house 800 pieces from Absolute’s collection.