The Brief

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

The Strategy

Absolut’s and Keith Haring’s shared mission is to make art accessible to everybody - so we wanted to ensure anyone could feel part of the launch, whilst reflecting Haring’s artistic roots which started in the NYC subways.

The Execution

Welcome to Haring Cross!

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 for the first time, the experience allowed people to truly step into an immersive experience and even rip off a piece of Haring’s work from the walls and take it home with them.