Absolut - ‘IT’S IN OUR SPIRIT’ campaign & short film celebrates being #togetherIRL

The ‘It’s in our spirit’ campaign features global stars like actress Tessa Thompson, musicians MNEK & Jolin Tsai, and gamer Ricki Ortiz battling through a gaming world to get back to IRL authentic connections. The animated world they all inhabit are stylistically very different to match their activities, but the story is woven together with a tantilizing song that brings these frineds together to finally see each other, in real life. The billboards in the campaign show the moment they break free, shattering through digital debris into the real world.

'The pandemic has made us all realize how much we value IRL moments', commented Chief Creative Officer at The Absolut Company, Tad Greenough, ‘and that basic human need to be together has never been more obvious. Our brand’s mission has always been to bring people together - and when people get together in person and engage in meaningful conversations, they become more empathetic and open to different points-of-view. That has never been more relevant than now and that’s what Absolut has always stood for.'

Head of Brand Creative Absolut, Sina Neubrandt, said: "We have been so excited to unveil this stunning new campaign featuring an ensemble of Inspirational characters from around the world. There's never been a more appropriate time to showcase the message of the value of human connection, and we hope this serves as a reminder - that regardless of followers, likes and blue ticks - there's nothing more Important than #TogetherIRL."

Ad agency: The Absolut Company
Tad Greenough, Global Director Brand Creative