Dancers show off their best moves in Vice Absolut equality video

Vice’s newest piece of branded content for Absolut Vodka, created in partnership with Blue449, sees a variety of dancers show off their dancing styles on camera. It includes a list of instructions to help viewers complete the dance moves.

‘Dancefloor equality’ has launched in the lead up to Absolut’s Sydney Gay and Lesbian Mardi Gras 2018 efforts and seeks to encourage young Australians to express their ‘uniqueness’ when dancing.

The video will run across Vice’s channels

It is part of a wider ‘Create a Better Tomorrow campaign’ for Absolut, which will also see intimate dance classes held in The Imperial in Erskineville on March 8 and March 9.

Eric Thomson, marketing director at Pernod Ricard Australia, said the new dance platform “embodies Absolut’s belief in progress, open-mindedness and diversity”.

“Absolut has supported equality for over 40 years and is proud to continue this through the Vice partnership and as the major partner of the Sydney Gay & Lesbian Mardi Gras 2018,” Thomson said.

“Absolut has launched the Create a Better Tomorrow campaign, championing and celebrating equality. The dance floor is a safe and inclusive space, where everyone can come together—this partnership illustrates just how pivotal it remains for the wider community.”

Melanie Mahony, senior integration specialist at Vice Australia and New Zealand said Dance Floor Equality’s aim was to make the dance floor more inclusive.

“We’re going to send the message that no matter who you are, you can be yourself and own the dance floor. We’re excited to be working with Absolut and Blue449 on how the brand enables the next generation to truly express themselves free of judgement or reservations,” Mahony said.


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