We collaborated with African hip–hop icon Khuli Chana, and Africa’s biggest artists to create “One Source” - a pan-African musical collaboration celebrating Africa as the one source of all creation. It featured 10 artists, a concept album containing 8 original tracks, a music video, documentary series, and live performances. The album’s anthemic title-track, “One Source”, has become a war cry for Africa’s Creative Revolution.

The “One Source” song is the crowning achievement in a musical collaboration featuring Africa’s biggest artists. The collaboration included:

• A concept album containing 8 original tracks (iTunes, Retail, Radio)

• Music Video (YouTube, Facebook, TV)

• Documentary Series (MTV, YouTube, Facebook)

• Live performance of Khuli Chana at the MTV Nominations Event

This original content was part of an integrated campaign that included:

• Microsite housing the content and facilitating music downloads (Web, Mobile)

• On-going Social Engagement (Facebook, Instagram)

• Online Videos with Khuli inviting audience participation (Facebook, Instagram)

• Influencer Marketing (Khuli & collaborators’ Facebook, Instagram)

• Launch TVC featuring Khuli (TV, Facebook, YouTube)

• Billboards featuring Khuli

• On-con and off-con activations

• Limited edition “Khuli Chana Signature Pack”

• Second limited edition “One Source Pack” with free music downloads

• PR (digital, social, free TV and radio airplay on major channels)

One Source is now being broadcast on radio and television channels across the continent – for free – diving talkability and sales:

• “One Source” reached #1 on iTunes in South Africa

• It was called “An artistic African masterpiece” by TimesLive

• MTV described it as “African excellence at its peak.”

• The campaign generated 1,75 Billion Media Impressions*

• Sales of Absolut Vodka increased by 84% year-on-year (in terms of volume)**

• Absolut’s Market Share doubled (from 14% to 28%) since 2014**

• Absolut is now the biggest selling premium vodka brand in South Africa.**

* Sources: BRC Radio Audience Measure, All Media & Products Survey, Crimson Hexagon, Vizeum, Newsclip

** Source: Aztec Sales Data for Absolut Original