ABSOLUT - BORN COLOURLESS

Absolut brings forward its belief in Global Unity through a brand-new campaign named Born Colourless. The brand over the years has championed purpose-led creativity and instigated an open world. Absolut is looking to help build global unity through its brand campaign titled 'Born Colourless'. Idea came form the product itself i.e Vodka being one of the most versatile liquids which takes the colour and flavour of pretty much anything when added. Hence colourless yet so colourful. Through a film conceptualised by Lowe Lintas, the film features tense situations across the world (including India) between different religions and races. This changes soon as the protagonist throws colours across to the other side to make sure every one is of a different colour and the revolt changes to a celebration. The campaign also features 31 Pernod Ricard employees from different nationalities and ethnicities.