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ABSOLUT continues to address global biases with the ‘Born Colourless’ campaign and the launch of the digital film ‘ISMs’!

ABSOLUT continues to address global biases with the ‘Born Colourless’ campaign and the launch of the digital film ‘ISMs’!

 New Delhi, September 23, 2020 – With an aim to address the biases that exist in the world and in continuation of the Born Colourless campaign, Absolut has launched the digital film ‘ISMs’. The film is a testament to the brand’s philosophy, encouraging people to express themselves freely.

The Born Colourless campaign was launched through a Manifesto on World Anti-Racism Day (March 21) last year. The campaign highlights the deeply coloured opinions that exist in the world and leaves viewers with the message that for the world to become a happy and colourful place, it must first become Colourless. The objective of ‘ISMs’, an idea conceptualized by Lowe Lintas, is to continue the effort for a colourless world through thought-provoking and genuine voices that question the status quo. Through the film, the brand aims to challenge stereotypes, tackle biases and create a world with equal opportunities for all.

‘ISMs’ highlights the stereotypes that are deeply entrenched in our society to ultimately create a better world. It is emblazoned with biased terms around the LGBTQIA+ community, Race, Ethnicity, Caste, Gender, Body Positivity and more, covering both current local and global issues. It portrays strong individuals from different walks of life. These inspiring individuals have stood up against social injustice with a commitment to unifying and promoting change within our community.

Although the film ‘ISMS’ portrays a spectrum of coloured opinions from around the world, it ultimately brings home the message that the world needs to be viewed through the universal colourless prism of equality and social justice.

Link to the digital film- https://youtu.be/AiJoIbNoYMc

About Absolut

ABSOLUT Vodka is the world’s most iconic vodka. For over 30 years, Absolut Vodka has collaborated with the creative world and the collection today comprises more than 800 works from artists such as Andy Warhol, Francesco Clemente, Louise Bourgeois, Rosemarie Trockel, Angus Fairhurst, Jan Saudek, Béatrice Cussol and Anish Kapoor.

In the late 1980s, ABSOLUT® VODKA launched its “Cities” advertising campaign with a wink and a nod to the intrinsic flare and historical heartbeat of what makes each city special. In 2007, the brand brought the “Cities” campaign to life with the launch of ABSOLUT® NEW ORLEANS, followed by – ABSOLUT® LOS ANGELES in 2008, ABSOLUT® BOSTON in 2009, ABSOLUT® BROOKLYN in 2011, and many others. The next one in this esteemed series of limited edition is ABSOLUT INDIA.

 

 

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