Bounce, slide, share: how Absolut KAWS took over Shanghai

Christine Lin, Marketing Manager, Creative Content at Absolut explains how a simple consumer insight shaped the brief, the debate over Absolut blue versus KAWS yellow, and why the best artist collaborations go beyond the artwork.

Tell us about the Absolut KAWS activation in China

We built what I think is the first and only bouncy bar in Shanghai. Set on a barge in North Bund, with the iconic city skyline as its backdrop, it was a complete Absolut KAWS world.

A lot of the design was inspired by KAWS’ CHUM character and the rib curves around his body. We exaggerated those and turned them into a really oversized inflatable playground – a bouncy bar, a bouncy slide, a bouncy lounge – where visitors could jump and hop around the whole venue.

We really wanted consumers to experience a sense of playful optimism. We know that in the real world, there are a lot of things that weigh people down. So, we wanted to offer a joyful escape from their daily routine, even if just for a moment.

We know that in the real world, there are a lot of things that weigh people down, so we wanted to offer a joyful escape.

How did the ambition to create fame and conversation change theactivation’s creative brief?

A typical creative brief is about launching a new product or communicating a new message. Here, the more important question was: what can we create that would make people stop, then want to participate and then talk about it or share it?

We knew our key target audience, Gen Z, is drawn to things that visually get their attention. We also knew we couldn’t just repeat the artist’s work, like the bottle or the painting. People already have so many messages in their lives. They want to see something different and unexpected.

There are also thousands of pop-ups in Shanghai every year, but most of them are in malls. So, we chose an outdoor setting on the Huangpu River instead, which looks totally different from a conventional launch venue or artist exhibition.

And I’m so glad we made all these decisions based on the ambition and the impact we wanted to create. We really wanted to engage with consumers. Whether they joined the event or saw it through social posts, they would get that spectacular ‘wow’ and the key messages we wanted to deliver.

How did KAWS’ creative world lead you to the activation?

We started with his distinctive artistic language. CHUM’s exaggerated proportions and ribbed curves inspired us to explore this kind of inflatable structure, which naturally landed the idea of the bouncy bar. And the water pattern in the Absolut KAWS artwork, which you can also see on the back of the bottle, made the Huangpu River waterfront a really natural setting.

We didn’t want it to be just another brand activation. We wanted consumers to be part of the actual installation.

Beyond the visuals, we were inspired by the values Absolut and KAWS share. We both believe art should be for everyone and can be appreciated it anywhere. 

So, we challenged ourselves and rethought how people experience this collaboration. We didn’t want it to be just another brand activation. We wanted consumers to be part of the actual installation itself.    

How did you stay true to KAWS’ artistic identity while making the experience unmistakably Absolut?

From the very beginning, the key for us was to find a creative idea where both the Absolut and KAWS worlds could naturally come together, rather than simply placing two logos side by side. 

You see the oversized yellow inflatable structure, and it all reflects CHUM’s visual language. But then you see the giant Absolut KAWS bottle and the blue branding. And of course, we served the collaboration’s signature XXpresso Martini, so Absolut was part of every moment of the experience.

Was there a particular creative decision where that balance was tested?

There was quite an interesting debate on colours. It makes a lot of sense to have Absolut blue everywhere, right? But we also knew KAWS’ distinctive yellow would make the visual impact more striking, especially on the water against the Shanghai skyline, and even more so at night.Ultimately, I think we made a bold but right decision to let the KAWS yellow take centre stage. We wanted to generate fame and conversation, so we should leverage the KAWS fandom to capture people’s attention and curiosity.

Which local audience insight most influenced the execution?

In China, the younger generation especially face a lot of pressure from work and from life. They feel a bit overloaded, or that life is repetitive. So, when they go out, they want something light and unexpected to lift their mood.

In China, the younger generation especially face a lot of pressure. That insight was the foundation of the entire Absolut KAWS experience.

That insight was the foundation of the entire Absolut KAWS experience. Even if it’s just a small moment, they can break away from their routine and experience something joyful.

What did you build in to get people talking and sharing?

So first, I think, was the spectacle. It’s magnificent, it’s cute, it’s gigantic. You see this huge yellow inflatable playground against the Shanghai skyline, and you just naturally bring your phone out and start taking photos.

Second was the activation’s immersive nature which gave it a natural talkability and shareability. You can slide, you can bounce, you can have an XXpresso Martini and just enjoy the moment.

We also created a lot of photo opportunities. There was a giant photo frame held by CHUM’s hand where you could stand or bounce to take a picture. There was a transparent photo frame card, again with CHUM’s hand holding the painting so it becomes another frame.

Finally, a drinks mechanism helped too: to get an XXpresso Martini, you had to post on your socials. This was already happening organically, and people had already taken and posted so many photos before they even arrived at the bar.