ABOUT

Background
One Source is an Absolut intrinsic that describes the process of producing Absolut Vodka from ingredients sourced in one location - the Swedish town of Ahus. But this global intrinsic didn't resonate with African audiences. How could we get local consumers to care about One Source as much as they cared about 2015's Africa is Absolut campaign?

Idea
We teamed up with South African hip-hop star Khuli Chana, and created our own ONE SOURCE. The global intrinsic turned into an African Musical Collaboration that spoke to the fact that we Africans were all created in one place - Africa. ONE SOURCE became a war cry of the African creative revolution currently underway, and a celebration of African unity. Together with Khuli we created a documentary series, an EP, and a music video for the title track - chronicling his journey from South Africa to Ghana, from collaborator to collaborator, lighting the fire of African creativity wherever he went.

Result
The music video racked up 754 908 views, total combined media impressions reached a staggering 556 580 741, the engagement rate reached 10.29%, earned impressions totalled 526 141 714 and the total earned media value came to R60 936 557. The music and video was, and is still, played on radio, television stations, blogs and social media across the continent - creating unprecedented earned media for Absolut.

One Source reached number 1 on iTunes, filled national airwaves, made it to major news and music shows - and was shared by some of the continent's most influential artists - all for free.