Music can bring people together in a unique way. So, when Absolut wanted to create a program that expressed their stance on inclusivity and equality we quickly found that music could be the perfect solve. The Open Mic Project, in partnership with Rita Ora, was an initiative that crowdsourced inspiration from people's stories of acceptance to create a brand new song. Through video and static posts, we drove people to our site where they could freely express themselves and tell their story. From there, Rita and her team wrote and recorded the single, "Proud."

Check out the track below.

2021 Update: Heard this song in a Walgreens while waiting in line for my COVID vaccine. It was surreal.

We created social content to encourage people to be part of the inspiration for the new song.