One Source
Pernod Ricard SA
Issue 43 | June 2017
Agency
VML South Africa
Creative Team
Chief Creative Officer: Jason Xenopoulos Executive Creative Director: Ryan McManus Creative Director: Adam Whitehouse Art Director: Ernst Lass Copywriter: Karmen Wessels Designer: Alexander Bielovich
Production Team
Egg Films
Other Credits
Account Director: Gia Berger Strategist: Mari Basson Director: Sunu Gonera Media Strategist: Matthew Arnolds Analytics: Tiaan de Kock
Date
October 2016
Background
Absolut Vodka is “the world’s only One Source vodka”. The client wanted to use this unique product truth to reclaim the brand’s leading premium vodka status in Africa.
Idea
The idea was to collaborate with African hip–hop icon Khuli Chana, and some of Africa’s hottest talent to create a concept album called “One Source”. This Pan-African musical collaboration celebrated Africa as the one source of all creation. It featured 10 artists, 8 original tracks, music videos, a four-part documentary series, and live performances. The socially driven campaign involved the audience every step of the way, turning Absolut’s “One Source” into a war cry for Africa’s Creative Revolution.
Results
- 556 Million Media Impressions
- Sales increased by 84% year-on-year
- Market Share doubled
- The album reached #1 on SA iTunes
- The title track reached #1 on SA iTunes
- Absolut is now the biggest selling premium vodka brand in South Africa