Absolut’s OUTrageous party

Absolut vodka is celebrating 30 years of association with the Lesbian Gay Bisexual and Transgender (LGBT) community by throwing a year-long party in key bars across the US in America’s gay hubs.

The campaign’s main visual is an “invitation” by photographer David LaChapelle, featuring his transsexual muse Amanda Lepore riding a unicorn amid a fantastically coloured kaleidoscope of gay imges.

The tag line for the campaign is “Celebrating 30 years of going out and coming out”, with the phrase: “cocktails perfected” on the base of the invitation. The image is lively, upbeat and fun, aiming to capture the indefatigable party culture of the LGBT community.

The campaign will feature a moving art installation that will tour through various states, popping up at selected bars and clubs offering consumers a chance to get up close as personal with the campaign.

The brand’s support for the community dates back to 1981 and was recently awarded the “In the Life Media Pioneer Award” for its support of the community.

Jeffrey Moran, vice president PR, events and sponsorship for Pernod-Ricard, commented: “ABSOLUT has been a true trailblazer in the corporate world by reaching out to the LGBT community in a passionate and consistent manner since the brand made its mark in this country 30 years ago.

“The provocative new LaChapelle ad and the entire year of OUTrageous events celebrate our last 30 years and sets the stage for the next 30. From Warhol to LaChapelle, we have proudly and continually supported the creativity that makes the LGBT community so special.”

Absolut has created a cocktail specially for the event:

The ABSOLUT OUTrageous Cocktail

• 1/2 part ABSOLUT Mandrin
• 1/2 part ABSOLUT Citron
• 3 parts Lemon Lime Soda
• Splash of Cranberry Juice
• Squeeze of a fresh lime

Lime wedge and cherry garnish