How do you Transform Today? You stand by your style, your passion, and your beliefs. You hold onto your dreams firmly, and make them happen. Be a creator, innovator and originator. Be Absolut.
This is how Absolut Vodka, one of the sponsors of the MTV Africa Music Awards KwaZulu-Natal 2015, believes Africans are transforming today.
NATIVE VML, the lead agency designed the “Be Absolut” campaign. It’s a celebration of Africa and Africans transforming the world. “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.
“The MAMA 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.
The campaign website, Absolut.com/MTVMAMA, which launched in May, invites fans to follow the #BeAbsolut story and shout-out their support to their Best New Act Transformed by Absolut nominee to win prizes.
“The face of the campaign is an embodiment of what it means to “Be Absolut”. Khuli Chana, a 2014 MAMA nominee and multiple award-winner, is living proof that through vision and determination, it is possible to Transform Today. Khuli really is an African creator, originator and innovator, and we are proud to have him as part of the Absolut story,” Xenopoulos says.
The pan-African campaign is extensively integrated across mobile and social channels and gives fans the opportunity to watch the Be Absolut story unfold and to draw inspiration into their own lives.
“This campaign is about being bold, authentic, ambitious and proudly African. We hope that this empowering message helps to inspire people to continue on their paths to greatness. We wish all nominees the best,” concludes Xenopoulos.