Absolut Vodka recently celebrated its latest global campaign, Create a Better Tomorrow, Tonight, with the launch of The Open Mic Project. Designed in partnership with pop star Rita Ora, this initiative provides a musical platform for amplifying and uniting voices across the country as a part of the brand's larger mission of using creativity as a force for positive change and inspiring action.
The project will feature real stories of acceptance from fans, friends, and followers – including Ora's personal story. Throughout the submission period – from October 11, 2017 through December 1, 2017 – Ora will use these stories to inspire a new song, as a step toward creating an environment in which all people feel valued and respected.
"As a refugee, I know firsthand how isolating it can feel to be misrepresented in the face of adversity," said Ora via a statement. "I'm excited to join Absolut with The Open Mic Project because we're using music as a way to bring people together. From sharing my own story to spotlighting others, we're bringing the issue of acceptance to a global stage and changing today's current chat to be more inclusive."
"At Absolut, we believe that tomorrow's change is a result of today's action, and action starts when voices unite," added Nick Guastaferro, Director of Marketing, Absolut, Pernod Ricard USA. "With The Open Mic Project, Absolut is once again tapping into its inclusive heritage to bring people together– from sharing quality cocktails to facilitating meaningful conversations – to refresh the talk and inspire a more inclusive world for everyone, everywhere."
In January, Ora will debut the new song in conjunction with Absolut's exclusive spirits sponsorship of the 60th GRAMMY Awards.