05 Jun #BeAbsolut | A Celebration of Africans Transforming the World
Designed by NATIVE VML, the ‘Africa is Absolut – #BeAbsolut’ campaign is a celebration of Africa and Africans transforming the world. The pan-African campaign encourages people to be bold, ambitious, authentic and proudly African, while hoping to inspire them to continue on their paths of greatness.
Absolut Vodka, one of the sponsors of the MTV African Music Awards KwaZulu-Natal 2015, believes that Africans can “Transform Today” by standing by their style, passion and beliefs. They hold onto their dreams firmly and make them happen. They are encouraged to be creators, innovators and originators. “It’s a call-to-action for all young Africans to transform themselves, be their own icon and to make their ultimate dreams happen,” says Jason Xenopoulos, CEO of NATIVE VML. He says that the MAMAs partnership is a natural expression of what the Absolut brand is all about. “Absolut has always aligned itself with trailblazers and artists who are defining the cultural zeitgeist. It made perfect sense for us to celebrate these artists’ stories in the campaign, particularly since Absolut sponsors the Best New Act category,” he explains.
‘9 Shots’ singer, Khuli Chana is the face of the campaign and an embodiment of what it means to ‘Be Absolut’. The 2014 MAMAs nominee and multiple-award winning artist has vision and determination and, according to Jason, Khuli really is an African creator, innovator and originator. “We are proud to have him as a part of the Absolut story”, he says.
The campaign is extensively integrated across traditional and digital channels, giving fans an opportunity to watch the story unfold and be inspired. The campaign website invites fans to follow #BeAbsolut and win prizes by lending their support to Best New Act Transformed by an Absolut nominee.