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Singing an entirely new version of his hit song Shine, Alexander and The Absolut Choir aim to turn up the volume on a variety of causes and conversations, including body positivity, disability awareness and equal rights.
Absolut said it believes that whether it is drinks, ideas or people, life is better when we mix things up – we were all Born To Mix – so The Absolut Choir sees individuals from different backgrounds, with different beliefs and passions, come together for the first time to prove that together they are louder and together, they can make people listen.
Better body representation in fashion and the media, policy change for trans rights, and an end to marginalisation of disabled people and queer joy are all changes that The Absolut Choir wants to see.
Within The Absolut Choir are trans rights advocate Kenny Ethan Jones, disability champion Sian Lord, body positivity advocate Nyome Nicholas-Williams, Trans Voices Choir directors Coda Nicolaeff, ILĀ Sebastian and their members, and creatives from the Trans Creative Collective (TCC). Together, they perform a never-heard-before new arrangement of Shine, which has been reimagined into “a new, powerful, and progressive version.”
A three-week media campaign is launching on 8 November, which will see Absolut visible across online video and social channels, as well as support through a media partnership with LadBible.
The brand is also offering its media spend, channels and social platforms to the people in The Absolut Choir and their causes so their voices can be heard.
The campaign will see Absolut funding content and taking over London billboards to support the individuals within it. Supporters of the campaign are encouraged to share the videos and take pictures of the billboards to help spread the important messages.
To celebrate the new project, Olly Alexander has designed a limited-edition bottle wrap for 30,000 of Absolut’s iconic bottles.
A limited number of bottles are now available to purchase online at DrinkSupermarket.com with further bottles being released in Dhamecha and Booker Retail Partners in January 2023.
