Absolut Vodka

‘Born to Mix’ Campaign

The brief

To support Absolut’s ‘Born to Mix’ platform, creating powerful and inspiring content, giving a voice to underrepresented communities.

Creative concept

We collaborated with M&C Saatchi to create the Absolut Choir. The choir was composed of singers from Trans Voices, Trans Creative Collective and 3 ChangeMakers. They joined forces with Olly Alexander and Years and Years to re-record and preform the hit single ‘Shine’ by Y&Y.

A campaign broadcasted on social and digital platforms and supported by PR, OOH, media spend and a live activation featuring members of the trans LGBTQ+ community as well as body positivity and dis/ability activists.

Key takeout

Record-breaking views on social media and a multitude of interviews and video content featured on LadBible, Bustle, Pink News, BuzzFeed, Daily Standard, Daily Star, Yahoo! and many other UK media outlets.