ABSOLUT CAMPAIGN BRINGS WHITE CHRISTMAS TO TORONTO
By Adnews Staff
Toronto-based Maxxium Canada, distributor of Absolut Vodka, is running a holiday campaign for the brand that brings a white Christmas to the streets of Toronto. Created by TBWAChiatDay of Toronto, the campaign is the first for the product that has been produced in Canada. The "evolving" creative consists of outdoor superboards which read "Absolut Wonderland." The campaign began in mid-November. Initially the boards displayed an image of an Absolut bottle. A week later, a three dimensional replica of three feet of fallen snow was added to the boards. Two weeks after that, another layer of snow was placed on the first. As the campaign continues to run, more snow will be added to the boards. The advertising will run into January.