Charing Cross tube station is getting rebranded as a tribute to Keith Haring this week
- Timeout

London's Charing Cross station 'taken over' in colourful tribute to American artist
- Daily Express

"Our bottle has always been a canvas”: how Absolut distilled Keith Haring's art
- Creative Bloq

Absolut Vodka celebrates a long standing artist collaboration with ‘Haring Cross’
- Creative Moment

The Brief

Create cultural cut-through with a disruptive moment to amplify the partnership between Absolut Vodka and Keith Haring.

The Strategy

We uncovered that Absolut’s shared mission with Keith Haring is to make art accessible to everyone - so we wanted to ensure we embedded the launch in British culture, with the most footfall and eyeballs as possible. In comes the London Underground - the perfect back drop to reflect London's diverse identity and history.

The Execution

We transformed Charing Cross into “Haring Cross” - a bold two-day public art takeover that took art out of the gallery and back underground. Showcasing original Keith Haring artworks spotlighting a limited-edition Absolut Vodka bottle in the UK for the first time, the experience brought Absolut and Haring’s belief that “art is for everybody” to life and drove top-tier earned coverage through a curated media preview and a Secret London partnership.