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360i Launches “The Open Mic Project” for Absolut Vodka

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Building upon the success of the #RefreshTheTalk campaign, Absolut launched The Open Mic Project – an online platform that amplifies the voices of many and inspires fans across the country to express their beliefs and experiences of acceptance through music.

In partnership with popstar, Rita Ora, we’re creating a truly collaborative track inspired by fans’ stories of acceptance. On TheOpenMicProject.com, fans can submit stories of when they felt most accepted. These messages will be used to inspire lyrics for a new track from Rita that will debut during the week of The 60th GRAMMYs® Awards Show.

The campaign kicked off last week on The Late Show with Stephen Colbert with a live integrated TV spot featuring Absolut’s Limited Edition Holiday Bottle and an Absolut branded bar. To deliver a consistent message of acceptance, we synchronized all of our communications during the launch with a national TV spot featuring Rita, an email campaign with Need2Know, press interviews, a Spotify Desktop Takeover and artist takeovers on Vevo.

Throughout the rest of 2017, The Open Mic Project will continue to amplify fans’ voices and their stories of acceptance with multiple activations and media partners including a warm-up concert for the 2017 iHeartRadio Jingle Ball Tour, a Spotify behind-the-scenes video series documenting the song creation, live performances with Rita Ora and a sweepstakes with Shazam.

Tapping into Absolut’s heritage of supporting marginalized communities through art and creativity, 360i led an inter-agency team and worked with the vodka brand to create a campaign that champions acceptance during this time of cultural division. The fully-integrated program for The Open Mic Project will extend into 2018.

For more about the campaign check out The Drum.