Absolut Vodka is an iconic brand that has produced ground-breaking marketing communications for decades. As their lead digital agency, VMLY&R were tasked with reigniting the brand within the hearts and minds of South Africans.
We teamed up with South African hip-hop star Khuli Chana to develop a multi-faceted campaign with music at its heart. One Source became a war cry for the African creative revolution and a celebration of African unity.
Khuli and VMLY&R launched a documentary series, an EP, and a music video for the title track which chronicled his journey from South Africa to Ghana, from collaborator to collaborator, lighting the fire of African creativity wherever he went.
I was responsible for the design of Khuli Chana’s One Source album, which reached number one on iTunes, and filled national airwaves.