With the launch of their new campaign "Create a better tomorrow, tonight", Absolut wanted to show the world that they were actively doing just that. Not just talking the talk, but walking the walk. And what better way to create a better tomorrow than by harnessing the power of creativity for the greater social good?

In 1 night, 7 artists from 7 different communities all around the world were united in a global creative movement - A Night For Change. Each artist created a mural shining a light on a challenge their community faces, all of which were issues that align with Absolut's key beliefs of freedom of expression, global unity, gender equality and environmental sustainability. From China to Canada, these artists represented their communities on a global platform with murals that depicted their vision of a better tomorrow for their hometown. Their messages spoke of better tomorrows where we live in harmony with nature, where we are all free to express ourselves, where we overcome our differences and focus on what unites us. 

 

Beyond the murals, Absolut worked with each artist - listening to their experiences and learning about the community's needs. They sponsored community initiatives, led by the artists themselves in relation to the challenges their work had brought to light. Workshops, community gardens, drum circles and street art initiatives were created for the communities, by the communities. Absolut took a tangible step towards creating a better tomorrow for them.