The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Branded Entertainment

Absolut One Source

Agency VML South Africa / Cape Town

Client Pernod Ricard
BACK TO RESULTS

Annual ID

OS_BE18095M

About the Work

Absolut is an iconic Swedish brand, but we needed to make it relevant in Africa. It’s also “The World’s Only One Source Vodka,” and we wanted to use this intrinsic to reclaim the brand’s leading premium vodka status in South Africa. For centuries Africa has been known as the Dark Continent, but there is a new creative energy sweeping across Africa. We saw an opportunity to make Absolut the torchbearer for this Creative Revolution. We collaborated with African hip–hop icon Khuli Chana, and some of Africa’s biggest artists 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 video, documentary series, and live performances. The integrated campaign used online engagement, voting and brand experiences to involve the audience throughout, turning “One Source” into a war cry for Africa’s Creative Revolution.