Africa is Absolut

We partnered with African hip hop icon Khuli Chana to create OneSource, a concept album celebrating Africa as the One Source of all creation.

  • Poster that says ‘the documentary series that showcased Africa’s creative revolution and helped to make Absolut the biggest selling premium vodka in South Africa’
The Khuli Chana Signature Edition

Absolut Vodka is an iconic brand that has been instrumental in creating groundbreaking marketing communications for decades. We were responsible for re-igniting the brand within the hearts and minds of South Africans who require locally relevant contextual communications.

"African excellence at its peak."
-MTV Base

The massive success of our pan-African campaign, Africa is Absolut, not only created huge brand advocacy but drove sales to unprecedented levels.

  • Poster of a man that says ‘Africa. Birthplace of humanity. The source of all creation. Absolut. #BeAbsolut
    We partnered with African hip hop icon Khuli Chana to create OneSource, a concept album and music video celebrating Africa as the One Source of all creation.
  • A still from the OneSource music video featuring an African man with red shirt, yellow striped socks, and white face paint sitting on a rock.
    The album became a rallying cry for Africa’s creative revolution.
  • Ad with Absolut bottle says, ‘Khuli Chana Signature Edition Absolut. Enjoy responsibly. Not for sale to persons under the age of 18.’
    Absolut is now the #1 selling premium vodka in South Africa.
  • A still from the OneSource music video featuring an African man facing away from the camera wearing a multicolored jacked and black pants in a construction area in South Africa
    The album dropped at the MTV Africa Music Awards and became #1 on iTunes Africa.
  • Ad with Khuli Chana signature Absolut bottle in a high-class apartment
    The Music Video generate 1.75 Billion media impressions, increasing sales by 84%.
  • A still from the OneSource music video featuring an African man with white body paint doing a back flip on a beach in front of a boat
    The integrated campaign involved the audience every step of the way.