Pernod Ricard’s premium vodka brand Absolut has launched ‘The Absolut Choir’, fronted by popstar and actor Olly Alexander, to “raise the voices of inspiring changemakers, pioneers and creatives across the UK”.
Singing an entirely new version of his hit song Shine, Alexander and The Absolut Choir aim to turn up the volume on a variety of causes and conversations, including body positivity, disability awareness and equal rights.
To celebrate the new project, Alexander has designed a limited-edition wrap for 30,000 of Absolut’s bottles, which will be available from Booker in January.
A three-week media campaign that kicked-off on 8 November sees Absolut visible across online video and social channels, as well as supported through a media partnership with LadBible. The brand is also offering its media spend, channels and social platforms to the people in The Absolut Choir and their causes so their voices can be heard.
Within The Absolut Choir are trans rights advocate Kenny Ethan Jones, disability champion Sian Lord, body positivity advocate Nyome Nicholas-Williams, Trans Voices Choir directors Coda Nicolaeff, ILĀ Sebastian and their members, and creatives from the Trans Creative Collective (TCC).
Olly Alexander commented: “When Absolut came to me with this project I instantly had so many ideas, from working with the TCC and Trans Voices to re-recording Shine, I wanted The Absolut Choir to be entirely inclusive.
“I have worked in this industry for a while and can genuinely say this has been one of the most diverse productions I have ever been involved in.”
