2024 Winner

To celebrate neighbourhood diversity, Corby Spirit and Wine created “Absolut AI: Mix Your Neighbourhood,” which turned unique local elements into cocktails using AI. The campaign, by Ogilvy, first tapped mixologists across the country to identify the key qualities of their neighbourhoods. AI was then prompted to turn the prompts/descriptions into stunning cocktails. The same mixologists then converted the surreal cocktail images into real drinks, which were then served back to the neighbourhoods. The recipes were hosted online, and people could nominate other neighbourhoods, leading the campaign to go global. The work generated 467 million impressions, with a nearly 100% positive brand sentiment.

Credits

Brand Team: VP of Marketing: Caroline Begley Brand Director: Dan Flecker Senior Brand Manager: Bethan Hamilton Brand Manager: Darragh McArdle Assistant Brand Manager: Megan Ouellet

Ogilvy Canada
CCO: Francesco Grandi
Group Creative Director: Dylan Soopramania, Tim Holmes
Art Director: Josh Dornan, Audrey Laliberte
Copy Writer: Claire Mills
Managing Director: Anchie Contractor
Group Account Director: Karishma Goomer, Alex Karayannides
Account Director: Paul Costello
Account Supervisor: Nasreen Mody
Account Executive: Ankita Singh
Managing Director, Strategy: Mike Wiles
Senior Strategist: Kate Safarian
Head of Production: Cas Binnington
Producer: Julie Caniglia, Clare Dietrich, Maddy OShaughnessy
Senior Producer: Emily Robbins
Senior Print Producer: David Scanlon
Retoucher/Premedia Production: Engel Garcia
French Copywriter: Sophie Bordes
French Creative Director: Laurent Prud homme
Supervisor, Clients & Operations: Anais Xiong
NA CCO and NA President , Ogilvy: Chris Beresford-Hill

Earned Media: Citizen
Vice President: Joseph Cariati
Associate Director: Jennifer Nagy
Account Manager: Sara Hoffman
Paid Media: Wavemaker
Group Account Director: Kelly Young
Associate Director: Rachel Mchugh
Media Planner: Casey Miller
Head of Production, North America: George Sholley
Associate Design Director: Peter Hahn
Production Company: Hogarth
DP: Henry Sansom
Production house Producer: Marc Milliard