JKR

Absolut’s latest edition joins a long line of posters and packs where the brand celebrates the local. Absolut Brooklyn is a collaboration with Spike Lee which draws, I think, on the technicolor art direction of “Do The Right Thing”.

Being global and acting local is an engaging strategy, but potentially a headache to orchestrate if one wants to tap into local talent. CreateBrighton is an interesting development on this theme. Showcasing lots of great local designers and artists at the click of a mouse, it represents a true creative community (rather than a virtual one, drawn from all over the world, as is more typical).

If more sites like this spring up, giving big brands a local sensibility will become far more practical, and using more talent drawn from outside the usual capital city hot spots will be a breath of fresh air. I think what’s great (and savvy) about the site is its open and supportive spirit – it creates a scene, whereas in London or New York the various individuals would more likely be ploughing their own furrow and furiously competing.

Below are a few of the pieces that caught my eye on the site…