Absolut encourages allies to ‘make love louder’ and share their love letters for the LGBTIQ+ community

Vodka label Absolut is asking allies and friends of the LGBTIQ+ community to become more vocal supporters ahead of 2020 Sydney Gay and Lesbian Mardi Gras, by sharing their ‘Absolut Love Letters’.

The integrated campaign brings together LGBTIQ+ people with their loved ones, as they share messages of support. Absolut’s goal is to collate and distribute one of the largest collections of positive messages for the community and share it across the country.

OOH is leading the campaign, with appearances along the Mardi Gras Parade route and in metro areas across the country.

Artist Scott Marsh was commissioned to create a mural on Sydney’s Oxford Street, which features Emma and her ally Benn with the message “Dear Emma, Go after your dreams, I support you no matter what. Benn”.

Video and still content, created by director Cloudy Rhodes, will appear online. Australians are also encouraged to share their love letters on social media with the hashtags #AbsolutLoveLetters and #makelovelouder.

Artist Scott Marsh was commissioned to make a mural for the campaign

The campaign is backed by Absolut’s Make Love Louder report, which highlights how public debate over freedom of speech and discrimination has negatively impacted the community. Led by LGBTIQ+ researcher, author and advocate Dr Shirleene Robinson, the report found that three in four allies consider themselves silent supporters, and two in three LGBTIQ+ people saw or heard negative comments about the community at least once a week.

Three in five LGBTIQ+ people said they wanted to see more support from brands and corporations, and 89% said public support from the media was very important.

The OOH execution for the campaign

Eric Thomson, global marketing director of Pernod Ricard Winemakers – the parent company of Absolut – said: “Absolut has been supporting the LGBTIQ+ community for 40 years through being a proud, celebratory partner of the community. Absolut believes in finding beautiful, simple ways to show love, which can be seen in the call- to-action; simply share your message of support or love letter to the community through #AbsolutLoveLetters or #makelovelouder.

“In our third year as a major partner of Sydney Gay and Lesbian Mardi Gras, we wanted to evolve our approach to not only celebrate and support the community but also empower and galvanise their allies in order to create real action too.”

The campaign was created by PR agency The Bravery and creative agency Republic of Everyone.

Claire Maloney, director of The Bravery, said: “Absolut Love Letters identifies a way to mobilise allies and friends to speak up, and let love be the loudest message. It’s positive, which is what so many people told us was important right now. It’s also why we ensured the research built upon existing insights, to reveal new ones, to benefit organisations working within the sector.”

Absolut Love Letter dance floors appeared at Laneway Festival and the Sydney Mardi Gras 2020 Fair Day. Touch points have also been created at Absolut partner bar venues including Merivale, The Sydney Collective Group and other establishments.


Client: Absolut
Global Marketing Director: Eric Thompson
Senior Brand Manager: Karlee Fancourt
Global PR Manager: Simon Clark
Assistant Brand Manager: Kate Moran

Strategic and PR agency: The Bravery
Director: Claire Maloney

Strategic and creative agency: Republic of Everyone
Founder: Ben Peacock

Social media management: Analog Folk
Partner and Managing Director: Matt Robinson

Event production and management: PIM Group
Director: Mike Edkins

Mural art: Scott Marsh
Video production: Ampel with Director, Cloudy Rhodes
Research: Dr Shirleene Robinson, just.equal and Maidstone Consulting


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.