African is Absolut
→ Absolut Vodka
Absolut is a global icon. But in Africa, the brand was losing relevance. In a vacuous category dominated by premium success queues we had to differentiate Absolut, whilst keeping it highly aspirational.
Absolut had to become more than a product to buy – but an idea to buy into. And, we looked to Africa for inspiration. Africa is rising. The continent is not looking elsewhere for inspiration, it stays true to itself. We acknowledged that this makes Africa Absolut. And so, we harnessed the cultural zeitgeist and turned it into a call to arms: Be Absolut.
Our integrated campaign launched on TV and YouTube introducing South African rap superstar and multi-award winner, Khuli Chana as the face of the campaign.
Khuli Chana Documentary
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Some of the campaign elements
