Absolut has championed diversity ever since it put the queer community front and centre of its advertising in the 1980s.

Absolut believes that whether it’s drinks, ideas or people, we’re Born To Mix. As part of Absolut’s mission to become the global spirit of positive change, our brief was to prove that mixing had the power to drive progress in the UK.

We needed a new idea that would set social alight, grab press headlines and make the concept of Born To Mix resonate with 18-34-year-old vodka drinkers in the UK, cutting through the noise of Smirnoff, Ciroc and other spirit brands spending so much more.

Against a backdrop of transphobia and exclusion, we saw the opportunity to make Born To Mix more impactful and closer to Absolut’s heritage - mixing queer culture into popular culture.

KPIs: Share of voice on social / PR lifestyle coverage / Elevate diverse voices.

Olly Alexander and The Absolut Choir assembled a choir of trans change-makers and remixed the popular Years & Years track ‘Shine’ as an act of joyful resistance.

Music is a powerful creative medium for bringing people together, and this is no exception for the queer community. The Absolut Choir was created as a real choir that both literally and metaphorically raised the volume on topics that matter to the queer community.

The platform subverted traditional perceptions of choirs by mixing it up with more energy, cocktails and diversity than ever before. Changemakers already using their voices to drive positive change were given a bigger platform to share their message, achieved through media spend, PR and social channel support.

They shared the joy of being different, being together, and being heard in a way that earned the attention of 18-34-year-old progressive vodka drinkers in the places and spaces they exist in.

To disrupt the clickbait of a manufactured queer culture war, The Absolut Choir offered lifestyle media titles a positive story to raise the volume on queer joy.

The Absolut Choir connected with progressive 18-34-year-old vodka drinkers who value diversity, inclusion and progress to promote queer joy and combat rising transphobia.

With a simple name, The Absolut Choir, and compelling CTA, “Share to make us louder”, coverage included brand mentions and messaging.

Olly unlocked mainstream coverage with exclusive interviews and photography showcasing the limited-edition bottle he designed. Choir members were spokespeople on topics such as politics, fashion, and mental health to interested writers from publications like Independent, Verge, and Attitude.

Popular track 'Shine' was re-recorded and reimagined as a never-heard-before choral arrangement, allowing us to tap into Olly’s fanbase with news and elevating our content.

The campaign also tapped into cultural conversations during Trans Awareness Week and included a live performance to further drive conversation.

A 3-week, earned-first execution plan with a simple CTA - ‘Share to make us louder’.

Film assets and stills captured the choir performing ‘Shine’ to camera: social short-form used Olly and the ‘Shine’ chorus upfront to drive impact, whilst longer lengths told more of our changemakers’ stories.

Partners in the Trans Creative Collective and Trans Voices ensured authentic voices were in front and behind the camera - so much so that Olly quoted; “the most inclusive production I’ve ever been part of.”

A partnership with social-first publisher Ladbible helped us reach new audiences and Absolut dedicated OOH billboards to changemakers.

The project culminated in a performance of the choir during Trans Awareness Week for an audience of influencers, media and Olly fans.

Olly also designed bottle wrap art for Absolut through which we were able to build brand association to Absolut and extend the reach and impact of the Choir.

Results were loud! The Absolut Choir created conversation like never before, turning the volume up on our changemakers and the queer community.

“Olly Alexander fronts inclusive new choir made up entirely of activists.” GAYTIMES

“Olly Alexander performs with choir celebrating diversity.” INDEPENDENT

“Younger LGBT+ people, you’re not alone.” BUSTLE

MEDIA OUTPUT – EDITORIAL WENT WILD: 1.2BN earned media reach / 38 pieces of coverage / 96% of coverage included key messaging and imagery / 27% of editorial featured Absolut in the headline

MEDIA OUTPUT – SOCIAL SET LIGHT: 10.9M social reach / 70.5% Share of voice / 79.3% share of engagement / 66% social buzz during the campaign

TARGET AUDIENCE - RESPONDED LIKE NEVER BEFORE: +2pts Awareness / +8pp ‘Absolut is a brand with a progressive attitude’

BUSINESS OUTCOMES - IN A CLUTTERED CATEGORY: +2pts Consideration / +9% Sales

PLUS WE RAISED THE VOLUME OF OUR CHANGEMAKERS:13M Ladbible impressions / 48HR Billboards / 706K content reach / 545 organic talent social posts / + 56.7% social platform growth

“The most inclusive production I’ve ever been part of.” Olly Alexander

“I treasure the moments we shared, being ourselves and supporting one another to be our best selves.” Trans Creative Collective

We have proven that there’s nothing more powerful than a group of voices coming together. More conversation, more action, more change. Celebrating all of our differences, in both queer and popular culture.