Absolut Vodka | Drink Responsibly, Love Responsibly

Young Hero Serves Up Drink Responsibly, Love Responsibly Campaign for Absolut Vodka

For the better part of a year, we’ve existed nearly on top of those we love – living and working, exercising and eating, having me-time and we-time – all in the same space. Packed together by pandemic necessity, with lovers or roommates or parents or even alone, many of us have forgotten what it means to be open to others and love with respect and compassion.

Absolut Vodka believes that we are better together and has always stood for inclusion and authentic connections. We also know that alcohol has the power to bring people together and create true connections. But when over-consumed, it can catalyze negative actions, reduce our tolerance for each other and diminish our ability to empathize – problems that can lead to further deterioration of already strained relationships.

When nearly 40% of Americans report that the pandemic has strained their closest loving relationships, Absolut is launching Drink Responsibly, #LoveResponsibly to shine a spotlight on the different ways to love responsibly and acknowledge that being together shouldn’t pull us apart. They will feature snapshots of love in the pandemic era that inspire everyone — no matter who they love and how they love — to love responsibly.

“True love is a true story. What’s yours?” the campaign asks, prompting individuals to join the conversation and share their pandemic-era relationship stories across Absolut Vodka’s social media channels. The 15-second commercial spot, broadcast during Hollywood’s big night, flashes a montage of images of friends, couples, pets and singles celebrating their relationships and displaying what the #LoveResponsibly hashtag means to them.

Credits
Advertised Brand: Absolut Vodka
Campaign: Drink Responsibly, Love Responsibly
Agency: Young Hero, Brooklyn, USA (https://younghero.us/)
Co-Founder & Executive Creative Director: Nick Panayotopoulos
Co-Founder & President: Roberto Max Salas
Co-Founder & Managing Partner: Zoë Bunyard
Executive Producer: Jason Puris
Post Producer: Kelly Zdanowicz
Copywriter: Adam Van Dusen
Art Director: Benson Rong
Jr. Designer: Corey Lynch
Motion Designer: Dara Hamidi
Designer: Nate Cepis
Production: Young Hero