EN: ABSOLUT VODKA is one of the most famous brands of vodka in the world, but beyond all doubt, brand with the most original and inventive publicity campaign ever.
Swedish by origin, it was established in 1879 by Lars Olsson Smith, and every drop of it is still produced in a small swedish town Åhus, from locally grown winter wheat. After years of being a strictly local brand, Absolut began its worldwide distribution in 1979, and since, it has become the third world's largest brand of alcoholic spirits in the world (after Bacardi and Smirnoff).
They began with their unique advertising as soon as they went international. The focus of the ads was always the distinctive shape of the Absolut bottle, and the title of the ad was always composed of two words, "ABSOLUT" and *something* (the name or word describing place, object or situation which was being described or hinted in the ad).
Among literally thousands of different ads which were meticulously produced over the years, there were many themes - painters, sculptors, writers, fashion designers, musicians - in all of them famous painters/sculptors... were called to produce their work containing familiar "Absolut shape". In (not only) my humble opinion, the most impressive was the Cities series. At each ad, the most famous trademark of the given city is depicted, using the Absolut bottle shape. More than a hundred cities and places were published like this, and some of the shootings lasted for days. For example, the ad with a red vespa below was not photoshopped, but vespa was real-size and custom made especially for this purpose.
Often very humorous, sometimes made especially for custom events, selected target public or particular occasions, this campaign is often studied in universities and other publicity agencies to understand how it became one of the most effective ad campaigns ever.
Although I don't drink alcohol (and I *don't* promote it in ANY way with this cache), I was a passionate Absolut ad collector for many years, during which time Absolut kept me enchanted and hooked, producing new ads almost on weekly basis. Unfortunately, campaign as it once existed is over (with peak in 90's and early 2000's), so my passion went to geocaching... ;-) . I'm creating this cache so the people not familiar with this campaign can see a glimpse of originality and passion for a product.
The task for is to find the 8 cities presented in the ads below. The missing number is calculated as a product of a first letter of a city (using the english alphabet and formula A=1, B=2, C=3... Z=26) and a number of letters in its name. For example, the wanted number for Geneva would be product 7 (G is in seventh place in the alphabet) * 6 (six letters in "Geneva") = 42.
Good luck!
HR: ABSOLUT VODKA je jedna od najpoznatijih marki vodke na svijetu, ali i bez ikakve sumnje, brand s najoriginalnijom i najinventivnijom reklamnom kampanjom ikad. Originalno švedska, kompanija je utemeljena 1879. od strane Larsa Olssona Smitha, a još uvijek se svaka kap vodke proizvodi u tvornici u malom švedskom gradu Ahusu, od također lokalno uzgojenog zimskog žita. Nakon dugo godina provedenih kao isključivo švedska firma, Absolut započinje sa svojom svjetskom distribucijom 1979. godine, da bi od onda postao treća marka alkoholnih pića po veličini na svijetu (nakon Bacardi-ja i Smirnoff-a).
Originalna reklamna kampanja počinje ubrzo nakon što započinju s prodajom na inostranom tržištu. Fokus oglasa je uvijek bio na jedinstvenom obliku Absolut boce, a naslov je uvijek bio složen od dvije riječi, "ABSOLUT" i "nešto" (ime ili riječ koja opisuje mjesto, objekt ili situaciju koja je prikazana ili nagoviještena na reklami).
Među doslovno tisućama reklama koje su besprijekorno proizvedene tijekom godina, provlačilo se mnogo tema - slikari, kipari, pisci, modni dizajneri, muzičari - u svima njima su dotične osobe bile pozvane da naprave djelo u svom stilu koristeći poznati "Absolut oblik". Po (ne samo) mom skromnom mišljenju, najimpresivnija serija je serija gradova. Na svakoj reklami, najpoznatiji trademark dotičnog grada je prikazan koristeći oblik Absolut boce. Više od stotinu gradova i mjesta je tako uobličeno, a neka od snimanja su trajala danima. Na primjer, reklama s crvenom vespom koja je među zadacima nije kompjuterski obrađena, već je vespa posebno napravljena u pravoj veličini specijalno za ovu svrhu.
Često puna humora, nekada s reklamama rađenim za neku posebnu priliku, publiku ili događaje, ova kampanja je često proučavana na fakultetima i u drugim reklamnim agencijama da bi se razumjelo kako je došlo do toga da postane jedna od najefektivnijih kampanja ikad.
Iako osobno ne pijem alkohol (i *ne* reklamiram ga u BILO kojem obliku u ovom cache-u), bio sam godinama pasionirani skupljač Absolut reklama, tijekom kojih me Absolut očaranog drzao na udici, izbacujući nove reklame skoro na tjednoj bazi. Na žalost, kampanja kakva je nekad postojala je zauvijek završila (zlatno doba je bilo u 90-ima i ranim 2000-ima), tako da je moja strast prešla na geocaching... ;-). Složio sam ovaj cache tako da ljudi koji nisu upoznati s dotičnim reklamama vide kako izgleda originalnost i strast za vlastitim proizvodom.
Vaš zadatak je naći 8 imena gradova prikazanih na donjim reklamama. Traženi broj se računa kao produkt prvog slova imena grada (koristeći englesku abecedu i formulu A=1, B=2, C=3... Z=26) i broja slova u imenu grada. Na primjer, traženi broj za grad Geneva bi bio produkt 7 (G je sedmo slovo engleske abecede) * 6 (šest slova u riječi "Geneva") = 42.
Sretno!
Cache is at N 45° 48.XXX E 015° 58.YYY
Cache je na N 45° 48.XXX E 015° 58.YYY
XXX = (6*A-3*B-5*C+11*D+4*E-6*F+3*G-5*H),
YYY = (7*A+5*B-6*C+3*D+E-2*F-2*G+9*H)
