Absolut is sponsor of the Amsterdam Dance Event, a five-day electronic music conference and festival held annually in mid-October in Amsterdam. The event offers a full program of daytime conferences alongside the nighttime ADE festival and attracts over 350,000 people from all over the world.

We were briefed to create awareness for the partnership of Absolut with the Amsterdam Dance Event in a purposeful way.

‘You may be black, you may be white, you may be Jew or Gentile... It don’t make a difference in our house.’ Back in 1987, Chuck Roberts expressed the values of house music in his classic vocal track ‘My House’. Exactly thirty years later, Absolut Vodka as official sponsor of Amsterdam Dance Event, brings a reminder to these values.

Together with a diverse group of 17 well-known Amsterdam nightlife icons, Absolut welcomes dance enthusiasts from all over the world to the Amsterdam Dance Event, with a powerful statement: on the dancefloor, everyone is equal. The icons speak or lip-sync Roberts’ lyrics. The video is shot in Amsterdam.

Campaign set-up and timeline

On 19/09/17 the campaign video was distributed online on the Facebook and YouTube channel of Absolut Netherlands and played in arthouse cinemas.

Media partner VICE interviewed the nightlife icons and Chuck Roberts about equality in nightlife, thereby creating a sublayer of content that was published on vice.com between 19/09/17 and 17/09/17.

On October 17th, Chuck Roberts officially opened the Amsterdam Dance Event with a live performance of his lyrics, creating a powerful press moment that was covered by Dutch national television. This moment was broadcasted live on Facebook.

Chuck Roberts performed at an Absolut branded party during the Amsterdam Dance event.

A central part of the campaign video was shown on digital out of home during the Amsterdam Dance Event.