Merivale and Absolut launch We Are All Heroes campaign for Mardi Gras 2022

Merivale has partnered with Absolut to celebrate Mardi Gras 2022 with their new We Are All Heroes campaign.

The announcement:

To celebrate Mardi Gras in 2022, Merivale, in partnership with Absolut, is shining a light on the superheroes who live among us. The ones who support us, the ones who speak out, the ones who change perceptions, the ones who let their true identity shine, the ones who create safe spaces for our community and the ones who protect us.

The campaign – titled ‘WE ARE ALL HEROES’ – sees members from the community come together to share their story of heroism and highlight that, in our own way, we can all be superheroes and make a difference, whether we wear a cape or not.

From guardian angels, to the mother of drag and the original pride pioneers – each community member posed in camp, queer and colourful outfits, together forming the colours of the pride flag.

In addition, each hero shared their unique story of heroism, activism and courage which is available to read on Meritales: https://merivale.com/meritales/we-are-all-heroes/

The campaign assets – including posters and video – can be seen in a selection of Merivale venues until March 6th, as well as across Merivale’s owned digital channels.

In addition, throughout the Mardi Gras season, Merivale and Absolut are spreading love and pride across venues with a range of fun and inclusive events. For all information see merivale.com/mardi-gras.

Merivale Credits
Creative Director: Emma Palmer
Art Director: Elen Le Glanic
Production & Casting Managers: Georgie Mosman and Bianca Holtsbaum
Content Producers: Tahlia Calvisi and Josh Stevenson
Costume Stylist: Michael Fill

Pernod Ricard Credits

Kate McManus, Senior Brand Manager

Hollie Atkinson, Assistant Brand Manager

Annika Austin, Customer Activation Manager: On‑Premise

Jennifer Wilmott, Senior Digital & Trade Advocacy Manager

Adrian McArdle, National Account Manager ‑ On Premise

Valeria Catterini, Head of Champagne and Vodka

Other Credits
Production Agency: The Artist Group
Photographer: Georges Antoni
Make-up: Linda Jefferyes
Hair: Daren Borthwick
Styling: Sarah Starkey
Film: Claudia Rose

Source: Merivale media release


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.