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VMLY&R

Core disciplines: Advertising/Creative, Brand strategy, Integrated marketing

Absolut

One Source

 

Absolut aligns itself with trailblazers who redefine cultural norms. It’s a bold brand that is always moving forward. As their agency of record, we embrace these values and deliver work that make Absolut not just a digital innovator, but also a cultural leader.

Problem

One Source was well known globally but the idea wasn’t resonating with African audiences. So how do we make Africans care about One Source - an intrinsic message that describes how every drop of Absolut Vodka is produced in a tiny town in Sweden?

 

 

Solution

We teamed up with hip-hop star Khuli Chana, and created our own ONE SOURCE; an African Musical Collaboration. ONE SOURCE became a celebration of the African creative revolution currently underway.

We created a documentary series, an EP, and a music video for the title track - chronicling his journey from South Africa to Ghana, from collaborator to collaborator, lighting the fire of African creativity wherever he went.

 

Results

The One Source EP reached number 1 on iTunes, filled national airwaves, made it to major news and music shows - and was shared by some of the continent's most influential artists - all for free. This resulted in an 84 % increase in sales and market share that doubled from 14% to 28%. With 1.75 billion earned media impressions, the music and video was, and is still, played on radio, television stations, blogs and social media across the continent - creating unprecedented organic coverage for Absolut.

 

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