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New Absolut campaign begins

Corby Distilleries has begun a new campaign for Absolut vodka. The promotion includes the installation of a number of large Absolut bottle sculptures in the downtown areas of Toronto, Montreal and Vancouver. The bottles incorporate motion sensors that feed live video of passers-by to the website. Participants can later retrieve their videos from the site to share on social networking services. The campaign also makes use of a new commercial called "Anthem" which depicts six large-scale art installations constructed from ice, wheat, empty vodka bottles, lanterns, balloons and glass cylinders. The commercial is showing nationally in theatres, supported by print, online and out-of-home materials. "Absolut has a strong history of challenging convention and doing things differently, which is what the campaign is all about," said Colin Kavanagh, marketing vice-president at Corby Distilleries. "Absolut has an incredible history of creative innovation around the world and we're very excited to grow the brand's presence here in Canada." The campaign, which will run until Dec. 13, was developed by Carat Canada, Isobar and Titan.

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