The Open Mic Project is a platform for expression for Absolut’s fans to help change the conversation about acceptance. We asked fans to share their personal stories of acceptance, which pop singer Rita Ora used as inspiration for an anthem we can all celebrate with together. The results? 52MM impressions, 5.89MM consumer engagements.
Absolut
The Open Mic Project
Type of project:
360 campaign
Role:
Concepting, copywriting
Launch Video
Our launch video asked fans to submit their real, personal stories of acceptance to inspire Rita Ora’s next song.
Organic Social
Our social content encouraged fans to make their voices heard and share their stories with the world.
Microsite
Fans submitted their stories and were featured on our microsite.
UGC
We received some amazing stories of acceptance from queer and trans people, immigrants, people of color, and so many more brave individuals.
Custom Typography
Illustration duo RUDE created a custom typeface to help fans share their stories and amplify the campaign.
Broadcast Launch
The Open Mic Project launched with a product integration and broadcast spot on The Late Show with Stephen Colbert.
Media Partnerships
We partnered with Spotify to capture and share behind-the-scenes content as Rita Ora created our anthem of acceptance.
The Song
With over 12M streams on Spotify alone, Absolut and Rita Ora's song Proud became a hit everyone could feel good about dancing to.