Art to Brand Strategy
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In 2018, Absolut’s global purpose-driven direction was a new one for the brand. Somewherelse provided the cultural strategy on how to authentically bring it to life in a way that felt important to Canadians. The output of that was ‘Tomorrow Tonight’, a national campaign driven by community partnerships with progressive nightlife communities from Montreal to Vancouver.
Somewherelse elevated experiences at inclusive parties across the country, provided a platform important dialogue on social progress, and literally saved lives – raising $49,000 for Rainbow Railroad, a charity that brings to safety LGBTQ+ identifying people who are at risk in their home country due to their sexual identity.