Absolut One Source
→ Absolut Vodka
Absolut is the world’s only One Source vodka — every drop comes from a single location in Åhus, Sweden. It’s a great product story. But no one really cares how vodka is made, especially in Africa. So we gave people a reason to listen.
Absolut One Source was a continent-wide creative movement disguised as a campaign. Built on the brand’s One Source philosophy, we flipped the script and used it to reframe Africa – not as the “Dark Continent” of outdated clichés, but as the One Source of rhythm, art, fashion, language, and light.
We partnered with hip-hop icon Khuli Chana and a collective of Pan-African talent – including Sarkodie, Victoria Kimani, and Sho Madjozi – to create a concept album, a series of music videos, a documentary, and a live performance tour that culminated at the MTV Africa Music Awards.
As Creative Director, I helped shape the identity, narrative, and visual language of the campaign – embedding Absolut’s brand into the music, visuals, and message in a way that felt seamless, bold, and culturally true.
The result wasn’t just branded content – it was a cultural statement. A celebration of unity and originality, powered by a vodka brand with the self-awareness to take a step back and let real stories lead the way.
The Music Video
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