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PostedMay 2018
Business SectorSubscribers Only
Media Type Case Study
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About Ogilvy Worldwide

David Ogilvy created a culture that exemplifies the attitudes and behaviors of “divine discontent.” We believe passionately in exploring and innovating; in collaborating and sharing knowledge; in upholding respect and inclusion; in clarity and candor; and in holding ourselves accountable for everything we do. We seek to bring out the inner greatness in brands, companies and people.
We will build – and seek to transform – our clients’ brands and businesses through the most diverse, highest-quality mix of multidiscipline marketing and creative communications services, with our words infused with the shared purpose of “pervasive creativity.”
Ogilvy has helped to build some of the most recognizable brands in the world, including American Express and IBM. Ogilvy’s strength is bringing together “magic and logic” – creativity and data, storytelling and interactivity, and branding in a “long tail” world. We combine big creative thoughts with the most advanced marketing technologies available, to deliver the best marketing ROIs in the industry. Our strategic brand transformation approach has sustained or revived brands in many categories.
Ogilvy is one of the premiere marketing communications companies in the world. Guided by founder David Ogilvy’s credo “We Sell, Or Else,” the company is comprised of industry leading units in all of the following capabilities: advertising, public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. 

Latest News

Absolut Vodka Invites Canadians to ‘Mix Your Neighbourhood’ With New Cocktails Mixed by AI

Absolut’s New Campaign from Ogilvy Canada Unveils Unique Neighborhood-Inspired Cocktails Created with AI 

Absolut Vodka is inviting Canadians to ‘Mix Your Neighborhood’ in a new campaign that celebrates the uniqueness of the country’s diverse communities through new first-of-its-kind cocktails developed using AI. The campaign, created by Ogilvy Canada, is a tribute to the people, places, and cultures that define the Canada’s iconic neighbourhoods – from Mile End to Ossington. Watch here for more

The premium vodka brand reached out to locals and bartenders to identify the key attributes, or “ingredients,” that make their neighbourhoods unique, tapping into diverse communities, rich histories, and vibrant cultures. Absolut then used these neighbourhood-specific ingredients as prompts to ask an AI platform to mix stunning cocktail artworks, each one a portrait celebrating a Canadian neighbourhood. From there, Absolut took the AI cocktail artworks and worked with bartenders to bring them to life via curated cocktail recipes, inviting people to drink their neighbourhood.  

Absolut has always believed in pushing creative boundaries, and proudly boasts a progressive mindset in culture. As a brand that’s ‘Born to Mix,’ the rise of Artificial Intelligence presented a unique opportunity to create a new way to mix cocktails, and to build a deeper connection with Canadians and their neighbourhoods along the way. Leveraging the role of AI, the creative idea and execution by Ogilvy Canada embraced technology and progressive trends, while still celebrating the history, heritage, and culture of people and communities across Canada.  

Francesco Grandi, Chief Creative Officer of Ogilvy Canada, said: “Absolut was Born to Mix – and it’s usually mixed in the most iconic neighbourhoods across Canada. Inspired by their eclectic nature, we asked ourselves, ‘If your neighbourhood was a cocktail, what would it look like?’ AI brought it to life in the most surreal way. Then we challenged mixologists to make the digitally-infused drinks real. It’s an idea at the heart of Absolut’s DNA. We believe that AI can unlock a new level of creative and strategic potential for innovative brands like Absolut, allowing them to evolve alongside culture and to show up and delight audiences everywhere.” 

Absolut will continue to craft new cocktails inspired by neighbourhoods in Canada, they will be hosted on absolut.com/en-ca. The brand also invites locals everywhere to nominate their ‘hoods and tell them what makes it unique for a chance to be mixed by AI. Neighbourhood cocktail recipes and downloadable cocktail artwork can be found on the website. 

About Ogilvy  

Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities. Our experts in Advertising, Experience, Public Relations, Health, and Consulting work fluidly across 131 offices in 93 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on  LinkedInTwitterInstagram, and Facebook.   

Media Contacts: David Ford / david.ford@ogilvy.com  

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