VMLY&R: Absolut One Source

Absolut Vodka is an iconic brand that has been instrumental in creating ground-breaking marketing communications for decades. As their lead digital agency, VMLY&R were responsible for reigniting the brand within the hearts and minds of South Africans.

One Source is an Absolut campaign that spotlights the process of producing Absolut Vodka from ingredients sourced in one location, the Swedish town of Ahus. But how could Absolut and VMLY&R get local consumers to engage with One Source, an idea focused on a tiny town in Sweden, as much as they had with 2015’s Africa is Absolut campaign? 

They teamed up with South African hip-hop star Khuli Chana, and created their own musical collaboration. The newly created One Source has become a war cry for the African creative revolution currently underway, and a celebration of African unity.

Khuli and VMLY&R created a documentary series, an EP, and a music video for the title track which chronicled his journey from South Africa to Ghana, from collaborator to collaborator, lighting the fire of African creativity wherever he went.

The music video racked up 754,908 views and the total combined media impressions reached a staggering 556,580,741.  

The music and video was, and is still, played on radio, television stations, blogs and social media across the continent, creating unprecedented earned media for Absolut.

Khuli Chana’s One Source reached number one on iTunes, filled national airwaves and was shared by some of the continent’s most influential artists – all for free. 

Read more on vmlyr.com