Posted by Jesse Ship
ABSOLUT GREYHOUND UNLEASHED feat. MSTRKRFT @ The Hoxton, Toronto – June 28, 2012
Absolut Vodka has a long history of supporting and curating the arts, so hosting a massive global booze-fueled promotional party campaign makes perfect sense for the brand. It also makes sense that they would hire superstars Swedish House Mafia to compose the “Greyhound” tune, what with being a Swedish product and all. Haven’t seen the commercial yet? It features robotic dogs in the desert, chasing after a quicksilvery blob, with cut scenes of Angello, Axwell and Ingrosso DJing inside the minds of the dogs. Which happens! Check it out:
So, last Thursday night, Absolut launched the Toronto arm of the “Greyhound” cocktail tour at The Hoxton, with local electro-celebs MSTRKRFT headlining. The set was some serious high-energy stabbing and bassy business, working far better in a mid-sized club environment rather than at the Rogers Centre, where the duo were seen last November opening for Deadmau5. The club was decorated with statues of the Voltron-esque cyberdogs, and select bar staff were outfitted with costumes and masks reproduced from the “Greyhound” video, lending to the overall Gaga-ish masquerade theme of the evening.
According to Absolut Senior Brand Manager, Chris Bhowmik, the idea behind the event was “to create a multi-sensory experience that tells you what your cocktail should sound like.” The evening’s spotlighted cocktail was the classic Greyhound, a summery concoction first introduced back in the 1920s. CLICK HERE FOR THE RECIPE. Stay tuned for more sonic adventures from Absolut, as Chris hinted at future cocktail collaborations featuring mellow indie-rock and jazz flavours..