First day of Spring
Absolut

On the dancefloor, everyone is equal

Accelerate the brand’s progessive stand.

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Absolut invited First Day of Spring to help accelerate the brand’s mission to ‘Create a Better Tomorrow Tonight’.

Taking as our inspiration the 30-year anniversary of the classic dance track ‘My House’ featuring the iconic Chuck Roberts vocal, we connected the brand with 17 cutting-edge nightlife icons for a brand activation around one of the biggest events in the global dance-music calendar: Amsterdam Dance Event.

Each icon contributed to a fresh new music video that reinterpreted the song and its classic lyric: ‘you may be black, you may be white, you may be Jew or Gentile, it don’t make a difference in my house’ – all in support of the powerful campaign proposition: ‘on the dancefloor, everyone is equal.’

In a climax that received international media attention, Chuck Roberts himself opened Amsterdam Dance Event with a live performance, covered by national TV and earning 1000s of social shares.

As well as being seeded and shared online, the film series earned cultural cachet by being featured in arthouse cinemas across the Netherlands. Meanwhile youth media partner Vice featured interviews with the nightflife icons across their network.

Results:

  • During campaign period Absolut experienced a 29.3% sales uplift and 39.1% volume uplift.
  • Earned reach of 9m with 47 placements
  • 5m YouTube views with double Google’s clickthrough benchmark
  • Vice advertorials performed +235% over benchmark
  • The campaign won a Eurobest award.

Collabs: 

  • Chuck Roberts
  • Boy Bianchi
  • DJ Shinedoe
  • Mirik Milan
  • William Djoko
  • Shamiro van der Geld