Immersive Media
Multi-Platform Game Experience for Absolut & Punchdrunk

Absolut wanted to strengthen their association with the arts and the theatre community. The brief was how we could drive 50,000 sign ups to an immersive theatre experience by Punchdrunk and the estate of Andy Warhol.

We created on online treasure hunt which fused mobile location data from an Absolut ‘Silverpoint’ app to real life teaser clues which the participants would need to collect in order to be one of the final winners to Punchdrunk’s Silverpoint Warhol themed event.

The Absolut Silverpoint campaign featured some of Warhol's rarely-seen 'Silverpoint' drawings brought to life in subtle, interruptive real life places and spaces where those in the know would recognise them, earning stars to discover more about the mystery.

We also left teaser polaroid pictures which would be artful enough to be noticed and aesthetically pleasing enough to be kept, in key places like bars, galleries and cafés.

The story revolves around a young woman named Chloe – a real life muse of Wahol’s - who has vanished. However, the more the user plays the game, the more they realise that all is not quite what it may seem.

 The risk with such a campaign was considerable and this was the first time that Punchdrunk had worked with a brand, but the event was oversubscribed by five times, leading to increased association with the arts and theatre community.