Born to Mix: A Powerful Anthem for Inclusivity

Absolut didn’t just reclaim its cultural power—it amplified a movement. The Absolut Choir was more than a campaign; it was a celebration of inclusivity, proving that true progress happens when we mix.

Led by UK artist and activist Olly Alexander, The Absolut Choir brought together changemakers to re-record his iconic hit Shine, transforming it into a powerful anthem for diversity. A stunning video and live concert launch captivated media, influencers, and audiences nationwide, elevating voices that too often go unheard.

A bold nationwide campaign showcased the changemakers’ inspiring stories, igniting conversation and cultural impact. The results? A 56% surge in changemaker social followings, a 121% increase in share of conversation, and a resounding message: Absolut is back at the forefront of culture and progress.

More than just a brand statement—this was a movement for unity, visibility, and change.