Premium vodka brand Absolut, media agency Blue449, and global youth media company VICE have collaborated on an ambitious new initiative, empowering young Australians to express their uniqueness on the dance-floor.
Conceived to support the launch of Absolut’s overarching ‘Create A Better Tomorrow’ campaign, Dance-Floor Equality will be brought to life through co-branded content featuring a crew of six talented and diverse dancers, each embracing their own style to inspire others to find their magic on the dance-floor. The film will be supported by native editorial across VICE O&O channels.
Eric Thomson, marketing director at Pernod Ricard Australia said: “Absolut has supported equality for over 40 years and is proud to continue this through the VICE partnership and as the Major Partner of the Sydney Gay & Lesbian Mardi Gras 2018. Absolut has launched the Create a Better Tomorrow campaign, championing and celebrating equality. This new platform embodies Absolut’s belief in progress, open-mindedness and diversity. The dance-floor is a safe and inclusive space, where everyone can come together–this partnership illustrates just how pivotal it remains for the wider community.”
Furthering Absolut’s commitment to inclusive nightlife, they will join VICE to amplify the message IRL, taking over the LGBTIQ icon The Imperial (star of Priscilla Queen of The Desert) for two all-in ‘pre-club’ dance classes on March 8 & 9. Hosted by Groove Therapy’s Wanida Serce & Samuel Beatty (both featured in the film).
Melanie Mahony, senior integration specialist VICE AUNZ added: “Absolut is a brand that’s never been afraid to have a point of view on the world and have always been champions of equality and self-expression. With the dancefloor being one of the most ultimate platforms for self-expression, our mission with Dancefloor Equality is to make it a more inclusive place. We’re going to send the message that no matter who you are, you can be yourself and own the dancefloor. We’re excited to be working with Absolut and Blue449 on how the brand enables the next generation to truly express themselves free of judgement or reservations.”
Source: Campaign Brief