For his first ever advertising campaign behind the lens, Lindeberg chose to photograph actress Chloë Sevigny.
“It’s no longer about portraying an image through excess and logos,” he said. “Modern day luxury is all about integrity. Through intimate experiences, high-level events and future advertising campaigns, we want to create powerful environments that inspire people, generate content, spark influential conversation and above all create an emotional connection between consumers and the brand.”
“This is the first time in the history of Absolut that we have appointed a creative director, and we couldn’t be more thrilled to be working with Johan on this exciting project,” said said Jonas Tahlin, vice president of global marketing, The Absolut Company. “Absolut Elyx stands strong at the intersection of modern day luxury, creativity and tradition, which is a unique contrast evident in much of Johan’s work as a designer. With his finger firmly on the pulse of today’s contemporary movement, no one is better suited than Johan to create this ultra-chic and authentically luxurious culture around Absolut Elyx.”
Absolut Elyx retails at $49 per 1-litre bottle and is available at high-end retailers, restaurants and bars across the US.
© FoodBev Media Ltd 2021
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial