Absolut Open Mic Project
Crowdsource a Grammy-worth song about acceptance using fan stories as inspiration.
To follow up our #RefreshTheTalk GRAMMYs campaign, Absolut asked 360i to up the stakes and allow fans to become part of the story. Inclusion was built into every part of our process. We started with choosing Rita Ora, a refugee from Kosovo, then built a roster of talent that included a female director and a cast of queer, trans, refugee and POCs that live our message of acceptance and positivity, every day.
The track, Proud, was released at 60th GRAMMYs Awards and accompanied a new brand purpose: to create a more open world, one night at a time.
open mic
Partnering with London legend RUDE created a living visual and typographic system that would evolve with the campaign as it developed, allowing for almost infinite creative deliverables over its six-month run.
After launching on Late Night with Stephen Colbert with a custom on-air integration and broadcast spot, the program received +52MM impressions, 5.89MM consumer engagements and more than 2x our estimated submission goal in the first month alone.
