Spirit brand Absolut Vodka has unveiled a new phase of its global creative and cultural campaign, highlighting the “connection” between dance and cocktails.
The campaign was devised by Absolut Vodka’s in-house creative agency The Mix Stockholm.
Titled ‘Born to Mix’, the marketing drive showcases how dance and cocktails bring people together.
At the centre of the campaign is a hero film crafted by a selection of global creatives including choreographer Shay Latukolan. It was directed by Henry Scholfield and features a group of dancers engaging in a dance battle.
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It is soundtracked to a cover version of En Vogue’s Free Your Mind by rapper and DJ Channel Tres.
Deb Dasgupta, VP Global Marketing at Absolut Vodka, said: “Absolut has always been a fierce champion of creativity and cultural change. With Born To Mix – World of Absolut Cocktails, we’re not just honouring that legacy, we’re elevating it. Dance today is the ultimate act of mixing – raw, real, and full of expression.
“By celebrating movement and mixology as universal languages, we’re inviting people to connect, express and spark cultural mixing – from the bar to the dance floor and beyond.”
The campaign will premiere in the UK first before being rolled out across 20 global markets including China, France and Brazil.
