Client: Absolut

Agency: iCAN

Absolut, official drinks partner of music festival Belsonic 2015, created a range of interactive activities on site at Custom House Square, helping festival goers to express their creative side.

We designed and realised the centrepiece of the brand’s activity – the Absolut Inspiration Wall.

It featured 5 large Absolut bottle shaped blackboards illuminated with ultraviolet light. The exterior was decorated with the hashtag #AbsolutBelsonic, and was designed to withstand the torrential weather forecast for the week-long festival.

The five bottles that made up the installation invited people to express themselves by colouring, drawing or writing on the bottle of their choice in bold neon UV markers, creating a piece of Absolut art:

• Absolut Tunes – celebrated the music of Belsonic

• Absolut Besties – for your friends absent and present

• Absolut Love – hearts, arrows and romance.

• Absolut Happiness – what makes you feel amazing?

• Absolut Expression – wild imagination and creative expression.

We wanted to create interactive activity on site that would add to the festival experience and allow music fans to unleash their creativity. Our Absolut Inspiration installation has been a big hit and we estimate that there will be around 12,000 messages, doodles and names signed over the course of the seven nights.

Sarah Harvey, brand manager for Absolut at Dillon Bass