Absolut Vodka Campaign Shines a Light on Pandemic-Era Love Stories

Young Hero served as creative agency and production company for Absolut Vodka’s Drink Responsibly, #LoveResponsibly integrated campaign, which kicked off in time for Valentine’s Day and culminated in a 15-second spot that aired live during the 78th Annual Golden Globe Awards. Almost a year into the pandemic, at a time when nearly 40% of Americans report relationship strain, the campaign highlights snapshots of true love stories and inspires the world to love responsibly with respect and compassion.

“True love is a true story. What’s yours?” the campaign asks, prompting individuals to join the conversation and share their pandemic-era relationship stories across Absolut Vodka’s social media channels. The 15-second commercial spot, broadcast during Hollywood’s big night, flashes a montage of images of friends, couples, pets and singles celebrating their relationships and displaying what the #LoveResponsibly hashtag means to them. 

In addition to providing full production and post services on the commercial spot, Young Hero also designed the campaign logo and produced social media and digital assets, including photography, web posters and animated pre-roll footage. Young Hero’s talented roster of creators led production of digital assets, including photography by Julia Khoroshilov and Johnny Komar and motion graphics by Dara Hamidi.