Pernod Ricard tells millennials to 'be the art'

Absolut has launched a crowdsource campaign in the UAE to encourage budding artists to design t-shirts – with the winning creations showcased at music festivals across the country.

Open to anyone over the age of 21, the ‘Be the Art’ competition was devised for the Pernod Ricard vodka brand as a “creative way to engage with urban Millennials”, according to brand manager Jimena Amezquita.

“It’s a great way for everyone with a creative talent to get their work noticed.”

The campaign runs from February to May, and entrants need to submit their designs via Instagram using the hashtag #Absolutists and tagging @Absolutists to stand a chance of winning a “trip of a lifetime” to this year’s Absolute ArtBar event in October (venue to be confirmed).