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.
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.
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.