Absolut: Absolut NY-Z

Continuing to collaborate with creative visionaries, ABSOLUT Vodka presents a new 13-minute short film featuring Jay-Z. The documentary, titled NY-Z, was directed by Danny Clinch and paints a rare portrait of the global hip-hop icon. With unprecedented access to Jay-Z the days and moments leading up to, and after, his legendary September 11th benefit concert at Madison Square Garden, Danny Clinch gives us an intimate glimpse into Jay-Z: his childhood, his motivation as an artist, his passion for music, and his muse, New York. He presents the historic ABSOLUT Concert Series event from a unique perspective, Jay-Z's.
The ABSOLUT Concert Series represents a partnership between ABSOLUT and another New York icon, Madison Square Garden. NY-Z kicks off this partnership with a celebration of New York through Jay-Z's eyes, a collaborative effort between the creative brand and the two New York icons: Jay-Z and Madison Square Garden. The campaign was created by long-standing ad agency of record TBWAChiatDay. In addition to the 13-minute film, there are also 30 and 60 second trailers to be used online, as TV commercials, and at MSG marquees and screens. There is also print, out-of-home, and a digital platform that engages social media to promote, distribute, and premiere the film on 3/22.