Building a strong presence beyond social.

VML South Africa was originally appointed as Absolut’s digital agency in 2012, and tasked with growing the brand’s online communities in South Africa. All that changed over the past two years when a few of our project initiatives made a massive impression on both consumers and the client.

We pushed beyond digital, and lead Absolut’s creative identity out into Johannesburg with their first artist-in-residency program, which gained both local and global hype. We then devised a way to capitalize on the brand’s sponsorship of the MTV Africa Music Awards.

After taking the lead in the campaign, from strategy through cross-channel creative, Absolut named VML South Africa its full-service agency of record.

Case study

Inspiring Africans to transform today.

Absolut aligns itself with trailblazers who redefine cultural norms. It’s a bold brand that is always moving forward. As their agency of record, VML South Africa continues to make Absolut not just a digital innovator, but also a cultural leader. 

Challenge

While being an incredibly strong brand globally, Absolut was struggling to maintain its relevance in Africa.

Idea

A documentary showcasing South African artists, and how the decision to #BeAbsolut about dreams and passions lead to transformative success. Integrated with TV, outdoor and social, all leading to a sponsorship of the MTV Africa Music Awards 2015.

Result

So far the campaign has reached more than 11.5 million people. It has received more than 430,000 engagements and the official campaign hashtag (#BeAbsolut) has been used more than 10,000 times.

Awards & Recognition

Cannes Lions