Based on ABSOLUTS brand heritage of bringing different people together to share good times, it was about to make it’s first big campaign in Slovakia. One of the most xenophobic country in Europe. We found an overlap with the brand and Slovak culture in the connection of a black singer, Natalie and a famous folklore song “Slovak mothers” that we remixed into a contemporary club track. The campaign ended up as the most viral in Slovakia ever and rose ABSOLUT sales by 117%.