Following its long-standing tradition of collaborating with cutting-edge artists, Absolut announces a creative collaboration with Lebanese pop band Mashrou’ Leila - Transform Today.
Transform Today’s call for co-creation will have Mashrou’ Leila opening their creative process to their audience. Fans will be given the opportunity to explore their own creative potential by having a say in the lyrics and video storyboard of Mashrou’ Leila’s newest single. Participants will be prompted to make their contributions on Facebook by using the hashtag #ma3leilaafter which the band will convene and choose the best suggestions to include in the official recordings.
“We as a band constantly seek to evolve; we covet change on both the personal and collective levels,” says Mashrou’ Leila vocalist and front man Hamed Sinno, “We believe in transforming the world around us through music.”
On a global scale, the Transform Today campaign has spoken volumes, bringing in online creative contributions from all over the world. The Mashrou’ Leila project succeeds Absolut’s earlier creative collaborations with other up-and-coming artists, namely Brazilian graphic novelist Rafael Grampá, French multi-artist Woodkid, and French haute couture designer Yiqing Yin.
The collaboration falls in line with the company’s brand ethos, Transform Today, under which Absolut celebrates artists who ignore fate, break boundaries, and transform themselves and their disciplines.
“From the very first moment, we knew Mashrou’ Leila would be the perfect band to embody the Transform Today initiative. They defied all that was traditional and truly transformed the Arab pop music scene, ” says Ramy Karim, Brand Manager of Absolut in Lebanon. “Absolut has always believed in the transformative power of art. Together with Mashrou’ Leila, we now want to inspire people to find their daring creative spirit – in order to break from the past and recreate their future.”
“This is exciting times for Absolut. For 30 years – ever since our first art ad was created by Andy Warhol – globally renowned artists have made amazing works inspired by our iconic bottle. Now, we transform the way we collaborate with artists,” says Jonas Tåhlin, VP Global Marketing at Absolut.
“We want to do things differently – with higher ambitions. We’ll take a more active part in stimulating transformation and pushing the cultural scene forward. For us, tomorrow is not a given. It’s what you create.”
