Absolut -  The art of a random night

Nightlife in Dubai is known to having become sterile and sometimes dull, and in an attempt to disrupt Dubai's nightlife and bring the Art of a Random Night to life we launched our Snapchat account via the Snapchat booth which rotated at events and where users were prompted to step inside it and respond to one question:

Where will the night take you?

Every Absolutist knows there's no such thing as an average night, at least not when you're spending one with us. We believe that the night favors the random... the artists... the creators.

Those who chase the night, even when it's already theirs. We make plans just to break them and have never particularly believed in the idea of a "last call". You see, the night is always young when you practice the THE ART OF THE RANDOM NIGHT.

The booth design made use of an infinite space optical illusion. Inside the booth, the Absolutist looked into the darkness and told us where the night will take them.

They do something not typical in Dubai, and we want to champion that. "Art of a Random Night" became our communication idea. It's about experiences you take part in.

It's about spontaneity, turning strangers into friends and ending up in places you never thought you would be. Your night is never a boring night.

You are an artist, and your art is making the best out of the most random nights. You become the story, and you celebrate the art of having a good time in a city where the nightlife is too predictable.

INFO: 00:22 / Color / Animation / HD

"Absolut - The art of a random night"

Client: Pernod Ricard Gulf
Post Production: KRM

Agency: Interesting Times

Creative Director: Mo Al-Ghossein
Head of Art: Ali El Sayed
Associate Creative Director: Tres Colacion

Creative Producer: Karam Al-Ghossein

Format: Online