Absolut’s ‘Born To Mix’ campaign directed by Freshteh and produced by Park Village for M&C Saatchi Sports & Entertainment.

The next iteration of Absolut’s biggest campaign '#born to mix' a series of creative collaborations, celebrating the power of mixing – ideas, cultures, diverse people and of course cocktails, with the goal of creating a better tomorrow. In the latest spot, produced by Park Village for M&C Saatchi S&E, Olly Alexander (Years & Years) leads the Absolut Choir in using their voices to inspire change and embrace the power of collective voice. The Absolut Choir is composed of diverse change-makers, including activists across a broad spectrum of LGBTQ+, trans rights, body-positivity and disability inclusion campaigners. These pioneers and creatives include groups such as The Trans* Creative Collective (TCC) and Trans Voices UK, communities set up by, and for Trans* creators and allies to connect in a safe and inclusive environment. The Absolut Choir are raising the volume on important causes including body positivity, self-love and equal rights.

As a client, Absolut has been on the right side of history when it comes to LGBTQ+ rights and Park Village is proud to stand with them.

Together we are louder. Together we can make the whole world listen. 

Jake Bishop, producer, Park Village, “The campaign meant a lot to me on a personal level, growing up as part of the community it was rare to see queer voices being elevated. It has been an honour to see the birth of the Absolut choir. The choir singing alongside Olly is 90%+ trans people… that's never been done before, let alone on this scale. We look forward to seeing what they get up to next!”