Absolut’s “It’s in Our Spirit” encourages the target audience to “Come Out and Play”. It’s an
epic tale of 4 diverse, authentic Gen Z personalities, all masters of their own virtual worlds, who
break out of their respective worlds looking for something deeper – meeting up and connecting
in the real world. The global campaign features four talents of diverse backgrounds who all champion open and honest conversation to overcome obstacles: Global Star/American Actress Tessa Thompson;
British musician, MNEK; Online gaming star Ricki Ortiz; Taiwanese singer Jolin Tsai. Each of
them are change-makers and outspoken representatives of their communities.