原文照登：
2007 ONE SHOW青年创意竞赛命题
ABSOLUT OCCASION绝对一刻
类别：消费类
关于绝对伏特加
家族: ABSOLUT绝对伏特加
胸围: 8cm 腰围: 8cm 臀围: 8cm
身高: 24cm 体重: 750ml
生于: 1979
出生地: 瑞典南部的丰饶之地
信仰: 简单,纯净,完美
个性: 创意十足,有幽默感的，聪明机智,魅力四射,原创而激发灵感的
爱好: 创意领域,比如艺术,时装,音乐,电影和文学等等.
死党: 高档烈酒饮用者(已到法定的饮酒年龄), 那些胸襟开放，乐于交际，积极乐观，并永保一颗好奇心的人.
挚爱字体: FUTURA
挚爱颜色: PMS 286 C/ ESC 100C 60M 6K
自傲之本: 单一产地; 冬小麦; 自有深井; 持续蒸馏; 400年的传统工艺.
极致追求: “一贯清冽, 无论加冰与否.”
个人主页: absolut.cn; absolutdrinks.cn
目前居住在中国的家庭成员: ABSOLUT VODKA, ABSOLUT PEPPAR（辣椒口味）, ABSOLUT CITRON（柠檬口味）, ABSOLUT MANDRIN（柑橘口味）, ABSOLUT VANILIA（香草口味）, ABSOLUT RASPBERRI（覆盆莓味）, ABSOLUT APEACH（蜜桃口味）.
绝对任务
通过具独创性，有创意的而且和领先生活形态相关的”ABSOLUT OCCASION”(”绝对一刻”)鼓励消费者和ABSOLUT品牌和产品自发而亲密地互动(饮用，享受，分享,创意诠释品牌态度精神等) “Only ABSOLUT can do it.”
“绝对一刻”的定义
基于
– 某个节日&假期(圣诞,新年,周末,情人节等)
– 某个事件(周年,婚礼,乔迁,生日,毕业等)
– 某个时刻(黄昏,黎明,夜晚等)
– 某个地点(客厅,酒吧,餐厅,办公室,阳台,公园,海滩等)
– 某种情绪(庆祝,奖励自己,亲密分享等)
注：可以是由于受ABSOLUT灵感激发所联想到的非传统、具自发性和参与性的一刻； 也可以是传统场合经由ABSOLUT重新诠释出新的态度和体验方式。
将品牌/产品/饮品自然的融进这些特定场合中，使之成为更有趣、充满创意、令人愉悦的独特体验的“绝对一刻”。
绝对创意执行
摒弃关于某类型媒体或者某种渠道的表现手法,引入一种中性的，适用于不同媒体形式的模式，树立一种全方位的感官体验(从视觉,声音,触觉,味觉,嗅觉和触觉等方面进行引导) ,同时向消费者介绍传递这种体验的过程(平面,环境,手机互动,病毒式营销,直销,埋伏游击,公关活动,某种特定创造的仪式,音乐,游戏,甚至特殊包装设计或者其他任何你能想到的方式)
绝对贴士
产品是主角；
瓶子是视觉形象标志；
不要低估消费者智慧；
沟通是360度整合的；
永不落入俗套，引导当代潮流
绝对要点
社会责任意识，避免隐射或与以下情况相关联：
– 未成年饮酒；
– 酒后驾驶；
– 酒后运动；
– 色情；
– 政治或宗教问题；
– 以及其他一些不负责任的饮酒
– 环保意识
2007 ONE SHOW CHINA WORKSHOP BRIEF
ABSOLUT OCCASIONS.
绝对时刻
CATEGORY：CONSUMER BRANDING
About ABSOLUT VODKA
Family Name: ABSOLUT
Bust: 8cm Waist: 8cm Hips: 8cm
Height: 24cm Weight: 750ml
Birth Date: 1979
Birthplace: the rich fields of southern Sweden.
Beliefs: simplicity, clarity, perfection.
Personalities: creative, intelligent, witty, charismatic, original, inspiring.
Interests: creative fields, such as art, fashion, music, film & literature.
Best Friends: premium spirits drinkers (above legal drinking age), who are active & sociable, open-minded & optimistic, culturally curious.
Favorite Font: FUTURA
Favorite Color: PMS 286 C/ ESC 100C 60M 6K
Prides: one source; winter wheat; own deep well; continuous distillation; 400 years of traditions.
Ambitions: “To always be cool, with or without ice.”
Personal Homepage: absolut.cn absolutdrinks.cn
Family Members in China: ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON, ABSOLUT MANDRIN, ABSOLUT VANILIA, ABSOLUT RASPBERRI, ABSOLUT APEACH.
ABSOLUT TASK:
To encourage the INTERACTION between Chinese consumers & the PRODUCTS of ABSOLUT through creative, original, yet relevant ABSOLUT OCCASIONS.
The Definition of ABSOLUT OCCASIONS:
Based on a certain
– festival & holidays (X’mas, CNY, Sunday, Valentine, etc.)
– event (anniversary, wedding, house warming, birthday, graduation, etc.)
– time (dusk, dawn, nights, etc.)
– place (living room, bar, restaurant, office, balcony, park, beach, etc.)
– mood (celebration, self-pampering, intimate sharing, etc.)
yet with a witty spin by the presence of the brand/product/drink, the moments turn into ABSOLUT OCCASIONS, which are more fun, creative and enjoyable.
The Presentation of ABSOLUT OCCASIONS:
Instead of media channels & executions, consider media neutral ideas of a holistic experience (visual, sound, touch, taste, smell and the sensations they lead to) and the ways of introduce/delivery such experience to the consumers (print, ambience, mobile functions, viral films, guerilla activities, PR, events, rituals, songs, games, even special packaging design and etc.)
ABSOLUT TIPS:
Product is the hero; the bottle is the icon.
Consumers are intelligent.
Take an integrated approach.
Keep it contemporary.
ABSOLUT CAUTIONS:
Be socially responsible and avoid association with:
– underage drinking,
– cars & driving,
– sports,
– pornography,
– politics or religions,
– and other irresponsible drinking.
Be environmentally responsible.
（圖片由GettyImage提供）今年的坎城不但有高爾，還有Asimo，真是相當有面子。──再順帶一提，坎城今年也首次發生頒獎典禮有人鬧場，影片廣告獎頒獎時，一名有點小肥的白人男子忽然摸上舞台，在主持人旁邊說「現在得獎的是……」然後就脫掉上衣，露出芭蕾舞（短）裙，跳了幾下。應該是模仿去年Big Ad廣告今年度的續篇「閃啤酒」篇廣告。謝天謝地這支廣告最後只得了銅獅一枚。本來還有人猜說會得首獎呢。我才不信。）
