MEET GEOFF FRIEND. AN ORIGINAL 78'ER. ABSOLUT VODKA
CAMPAIGN CONCEPT //
W/ Art Director Madeleine Purdy @ Clemenger BBDO Sydney
Today, we picture Mardi Gras as a kaleidoscopic affair shimmering with glitter and unbridled expressions of self.
But for those that marched in the early years, pre-polychromatic film has meant their true colours are lost to time.
Famed for bringing colour to moments of celebration, Absolut champions the joy of self-expression and all the pigments that paint one’s palette.
So, in partnership with legendary Sydney photographer and original 78’er Geoff Friend, we used machine learning to bring the colour back to some of his favourite photographs from the early Mardi Gras marches.
Together, we set out to honour the legacy of the early LGBTQIA+ protestors who marched so we could dance.
And with our film, we launched the Absolut Colour Project: Absolut’s ongoing thank you to the LGBTQIA+ community who bring so much colour to the world.