Absolutely – Born To Mix – Nils-Petter Lövgren

The entire vodka category faced years of declining sales volumes and downgrading to cheaper options. The leading brands, including Absolut are pivoting to cocktail culture to leverage mixability, boost premium perceptions, and tap into RTD growth for recruitment. The challenge was to create a cocktail-driven campaign with the power to cut through a very crowded category.

We tapped into the subculture of dance battles to create a flexible and fun metaphor for the world of Absolut cocktails, a giant cocktail dance battle, featuring various dance crews representing their favorite Absolut cocktails, with stunning choreography by Shay Latukolan and a re-imagined version of the 90s classic “Free Your Mind” by Channel Tres. The campaign included TV, cinema, social, OOH and in-store. The main films were directed by renowned director Henry Scholfield and choreography by famous choreagrapher Shay Latukolan, featuring influencer dancers like Mette Linturi and Ian Eastwood.