Creative passions agency M&C Saatchi Sport & Entertainment has launched an OOH campaign for Absolut UK, in the next stage of the powerful new campaign, THE ABSOLUT CHOIR - a first of its kind creative project raising the volume of inspiring change-makers who together, can build a more inclusive world
Fronted by one of the world’s most trailblazing modern popstars, Olly Alexander of Years & Years, the Absolut Choir raises the voices of inspiring changemakers, pioneers and creatives across the UK. Singing an entirely new version of his hit song Shine, rearranged for Choir voices, Olly and The Absolut Choir aim to turn up the volume on a variety of causes and conversations, proving that when we mix, we have the power to create a better, more open world. A series of OOH displays at Westfield Stratford and Westfield White City celebrate the individuals at the heart of The Absolut Choir.
The campaign was created by M&C Saatchi Sport & Entertainment as part of the agency’s Step Up offer, supporting brands to invest in purpose initiatives to make culture more inclusive. The agency is dedicated to using communications to fundamentally shift deep-rooted attitudes and change behaviour. To deliver this work, the agency has created an ‘Inclusion Alliance’, a series of strategic partnerships with key organisations to help guide and shape their thinking and execution, ensuring authenticity reigns and the work has maximum impact.
M&C Saatchi Sport and Entertainment has been working with Absolut UK, to continue the brand’s long legacy of being at the forefront of progressive culture, this time under their new BORN TO MIX Campaign, which sees unexpected and diverse creatives work together on a series of projects designed to drive conversation and progress in the UK. The first project, Second Skin Couture saw different worlds and minds in fashion mixing to challenge stereotypes and perceptions, while the Absolut Choir aims to demonstrate the collective power of mixing important voices together and raising them louder to change the world.
Within The Absolut Choir are trans rights advocate Kenny Ethan Jones, disability champion Sian Lord, body positivity advocate Nyome Nicholas-Williams, Trans Voices Choir directors Coda Nicolaeff, ILĀ Sebastian and their members, and creatives from the Trans Creative Collective (TCC), who have all come together to sing, shout and champion causes including LGBTQIA+ rights, self-love, better disability awareness and body positivity. Together, they perform a never-heard-before new arrangement of Shine, which has been remixed by Years & Years’ musical director’s, Kaizen Collective.
ABSOLUT is offering its media spend, channels and social platforms to the people and their causes so their voices can be heard. The campaign sees ABSOLUT funding content, media partnerships and London billboards to support the individuals within it. Supporters of the campaign are encouraged to share the videos and take pictures of the billboards to help spread the important messages.
Olly (he/him) said: “When ABSOLUT came to me with this project I instantly had so many ideas, from working with the TCC and Trans Voices to re-recording Shine, I wanted The ABSOLUT Choir to be entirely inclusive. I have worked in this industry for a while and can genuinely say this has been one of the most diverse productions I have ever been involved in, from the crew to the people both in front of and behind the camera, it’s good to feel like things are changing. I’m so lucky to have a platform for my voice and I want to use it to put the spotlight on people and things that need to be heard. We are literally here to amplify people’s voices and I can’t wait to see what else is to come from these incredible people.”
Jodie Fullagar (she/her) Co-Managing Director at M&C Saatchi Sport & Entertainment leads the agency’s DE&I strategy and Step Up expertise. She comments, ‘The Absolut Choir is the very epitome of our Step Up commitment. The brand has a long history of championing a more inclusive world and embraces a responsibility to shape culture, not just exist in it. This campaign with The Absolut Choir demonstrates the positive transformations that brands can provoke when they truly harness the power of their platforms to make culture more inclusive through passions’.
Share this film to make their voices louder and tag @AbsolutUK.
Head to www.absolut.com/uk/BornToMix for more information on how you can support our change-makers.