Absolut Vodka: Embracing Diversity with “Feast for All”
As a beacon of inclusive nightlife, Absolut Vodka takes a stand for diversity and acceptance in Austrian society. With its mantra, “We are all born to Mix,” Absolut endeavors to unite people, foster awareness about diversity, expand perspectives, and foster respect.
In Vienna, the Kunsthistorisches Museum stands as a bastion of art and culture, housing a myriad of masterpieces. Among them, “The Feast of the Bean King” reigns supreme as one of the largest and most significant portrayals of festive culture. Yet, beneath its grandeur lies a glaring absence of diversity—a reflection of exclusion rather than inclusion.
To challenge this narrative and rewrite history, Absolut Vodka embarked on a groundbreaking collaboration with artist Tyron Egbowon and DEI advisor Leni Charles. Together, they reimagined the traditional painting as “Feast for All,” infusing it with diversity and inclusivity. In a matter of weeks, the once-exclusive portrayal of society was transformed into a vibrant tapestry of representation, featuring ambassadors from diverse backgrounds.
Displayed prominently at the Kunsthistorisches Museum, “Feast for All” served as a powerful symbol of diversity, inviting visitors to engage with the artwork on a deeper level. Leveraging the power of AI, guests could animate the painting, immerse themselves in the experiences of discrimination depicted, and interact with the installation in meaningful ways.
This visionary campaign, aptly titled ‘Feast for All,’ made waves in Austria when it debuted in November 2023. Spearheaded by Absolut Vodka and executed by ad agency Demner Merlicek & Bergmann (DMB), the initiative seamlessly blended digital, experiential, and outdoor elements to create a transformative experience for audiences.
By aligning with Absolut’s core values of openness and inclusion, “Feast for All” not only strengthened the brand’s connection with its audience but also underscored its commitment to driving positive social change. Through this campaign, Absolut Vodka continues to lead the charge in fostering a more inclusive and accepting society, one artwork at a time.
