Absolut: Born Colourless by Lowe Lintas

Absolut Vodka champions unity in a world ground down by deep racial hatred, in 'Born Colourless' campaign.

A believer of purpose-led creativity, Absolut is once again using its platform to spread positive messages of social harmony.

'Born Colourless' - a campaign for its India audience - highlights that while deeply coloured opinions exist in the world, and for it to become a less divided place, people must look at it through a colourless lens.

Created by Lowe Lintas, the film was shot by three-time Academy Award winner Robert Richardson and directed by Brazilian director Pedro Becker.

The film features 31 employees from Pernod Ricard's rich staff base of different nationalities and ethnicities and real people who have challenged the biases and societal norms. It focuses on violent struggles that affect different people of different backgrounds, who use violence to make their feelings known.

The film opens like an old western standoff between people of different ethnicities as the voiceover asks "Colours. How did they inherit such palace? Powers that can make us shun, shiver or shake our opinions about a walking, talking and breathing person?"

As two groups face each other menacingly, the voice continues "How can being a shade apart mean being world's apart?"

In one scene, two bodies of people are held back by police in India. One side holds posters that read 'this is our home too,' 'what should an Indian look like?' and 'India is for everyone.' A man on the other side breaks free and throws something at the crowd.

What could be assumed to be tear gas, is in fact Gulal coloured powders, that burst from his hand in a rainbow of colours, splattering the faces opposite. And from the terror, bursts scenes typically seen at the Hindu Holi 'festival of colours' - a celebration of the arrival of Spring, where people smear each other with colour.

As a precursor to the campaign, Absolut released a manifesto film on World Anti-Racism Day.