(TORONTO, May 23, 2017) Toronto-based brand consultancy, strategy and creative agency, Gravity Partners Ltd. has played the strategic and creative lead for the limited edition Absolut Canada bottle program, in commemoration of Canada’s 150th Birthday.Much like Canada, Absolut has a long history of diversity, inclusiveness and innovation that inspired the Swedish brand to invite their Canadian agency to develop the specially created bottle and supporting program.The team at Gravity Partners developed the overall concept in collaboration with Canadian textile and quilting artist Libs Elliott - whose work uses coding to generate random geometric designs that she then manipulates, merging technology with traditional quilting techniques.“The decision to bring Libs into the project was a natural one as her quilts are one-of-a-kind variations of colour, shape and fabric – a fitting metaphor for Canada and an ideal artistic foundation for the Absolut Canada bottle design” said Gravity Partners Co-CEO Jordan Herald.“We’re all these different pieces, shapes and colours,” adds Libs, “with different beliefs, customs and values – but we all somehow fit together.”In addition to leading the program, the team at Gravity captured the design process, through four separate storytelling videos that support the quilt and bottle design. Absolut Canada will be posting the videos across Facebook and Instagram and Absolut.ca. Two 6-second bumper ads have also been created for YouTube.“The idea and content that Gravity created is a great extension of the Absolut Canada brand and we’re so excited to see this come to life,” says, Vanessa Clarke, Senior Brand Manager, Corby Spirit and Wine Ltd.The bottle will be supported in retail with POS materials created by Gravity Partners including shelf-tags and displays. Additional consumer engagement includes an eCRM piece that will be sent to Absolut Canada’s mailing list, highlighting the bottle and the collaboration with Libs Elliott.Gravity worked closely with a number of agency partners on launch campaign including Media Experts on paid media and H+K on Public Relations.The limited edition Absolut Canada bottle is available at all major spirit retailers beginning this month. For more information visit http://www.absolut.ca.

About Gravity Partners

Gravity Partners is not a traditional “advertising” agency, we’re a marketing planning agency. It’s our belief that if you don’t have the right strategy, nothing else matters. We focus on driving sales results and efficiencies across connected marketing ecosystems. Our strength is in collaborating with clients to create brand platforms, content and data driven communications that work across the customer journey.How do we do this? We Operationalize Brands. In today’s world, Brands need to be experienced based. They need to be omnipresent. They need to be human. And so does your marketing and communications.We are creating the next generation agency, and have one of the smartest, most multi-disciplinary teams in the business, with innovative thinkers with broad and deep experience in digital, social and brand – from insights, strategy and marketing to advertising, product development and design.Founded in 2011 by Jordan Herald and Leigh Himel, Gravity Partners has become one of the fastest growing marketing agencies with clients such as Sobeys Inc., Coca-Cola, Simply Orange, NESTEA, Synaptive Medical, GSK, League, The Glenlivet, Absolut Vodka, Campbell Canada, TELUS, TELUS Consumer Health, Corby Spirit & Wine Ltd.http://www.gravityltd.com

About Absolut Vodka

Launched in the US in 1979, Absolut Vodka completely redefined the premium vodka landscape, becoming synonymous with art, culture and nightlife. Every drop of Absolut Vodka is manufactured using ingredients from Åhus, a tiny village in southern Sweden. They call this process One Source: from the hard winter wheat grown in local fields, to the pristine water and the glass bottle itself, everything comes from One Source, making every Absolut bottle in the world the same distinctive character and taste.For more information on how to experience Absolut, visit www.absolut.com/ca or follow @AbsolutCanada on Facebook and Instagram.

Media contacts:Aly Ruizhank PRaly@hankpr.com647.297.9124 Vanessa ClarkeCorby Spirit & Wine Ltd.Senior Brand Manager, White SpiritsVanessa.Clarke@pernod-ricard.com416.479.2463