Many people had to face as a result of COVID-19, but the entertainment industry was hit especially hard, leaving numerous creative people without income.

Absolut has always stood for supporting art and celebrating creativity, which is why a considerable part of the brand’s marketing budget was redirected to aid creative people.

There was a condition, though: the money is not donated — it is earned in a fun way.

So, we created three Absolut Art Jam online events, each of them bringing together 4 creative people who were hired to improvise on the spot about topics suggested to them by the viewers.