Absolut Vodka® celebrates its latest global campaign – Create a Better Tomorrow, Tonight – with the launch of The Open Mic Project.
This collaborative initiative, designed in partnership with singer-songwriter and actress Rita Ora, provides a platform for amplifying and uniting, voices across the nation to refresh the talk. As a brand known for collaborating with creative forces big and small – from artists to musicians to mixologists – The Open Mic Project aligns with Absolut’s larger mission of using creativity as a force for positive change and inspiring action.
For nearly 40 years, Absolut has used nightlife, quality cocktails and creative collaborations to break down traditional barriers and forge unique connections. Now, with The Open Mic Project, Absolut is fusing these platforms together to spark a much-needed change in today’s conversation, by giving all people – regardless of background, belief or border – a voice.
As an expression of the new “Create a Better Tomorrow, Tonight” campaign in the U.S., The Open Mic Project uses music as an instigator for shifting conversations, in partnership with both Ora and fans from coast to coast.
Starting today, real stories of acceptance from fearless fans, friends, and followers – including Ora’s personal story – will be housed within a community of inclusivity at TheOpenMicProject.com. Throughout the submission period – from October 11, 2017, through December 1, 2017 – Ora will use The Open Mic Project acceptance stories to inspire a new song, as a step toward creating an environment in which all people feel valued and respected.
In January 2018, Ora will debut her new song in conjunction with Absolut’s exclusive spirits sponsorship of the 60th GRAMMY Awards in New York City. In its second year as exclusive spirits sponsor, Absolut will roll-out a multifaceted sponsorship surrounding the GRAMMYs that puts its latest citrus star – Absolut Lime – in the spotlight through TV, digital, social campaigns and a signature GRAMMY cocktail – the Absolut Limelight.
- Absolut Limelight: The Signature GRAMMY Awards Cocktail
- 2 parts Absolut Lime
- 2 parts soda
- 2 parts ginger ale
- ½ part fresh lime
- Build in a highball over ice. Garnish with lime stirrer skewered with accordion cucumber.