One may say that change does not happen overnight. Absolut doesn’t agree with that and brings some creative evidence to support its claim. In its latest campaign, the vodka brand proves that with one artist at a time, the world can become a more beautiful place, in just one night.

In its ambitious mission to celebrate global unity, the spirits company was supported by entertainment agency Cult and its sister video magazine Crane.tv. In their way to break down the invisible barriers between humans, they invited seven artists from different countries to join the project “A Night for Change” and use art to help our society live in harmony.

With an artistic history of almost three decades, the company’s experimental initiative aims to inspire and empower people all over the world to engage in positive actions and join their forces to craft a better world.

From dusk till dawn and across different time zones, artists from Brazil, Canada, China, Germany, India, the UK, and the US visually expressed their ideals for change through street art. Though some believe that graffiti symbolizes a community’s decline, the murals created by these artists represent a valuable source of information that highlights the issues faced by their respective places of living.

The paintings popped up overnight and adorned the walls in the artists’ neighborhoods with beautiful colors and encouraging messages. Their works reflect locals’ voices and speak about freedom of expression, global unity, gender equality, and women empowerment, among others.

Film director Aaron Rose documented the artists’ efforts and translated their amazing talent into visuals, which are nicely packed into a one-minute video. The Portland-based filmmaker hopes that the awe-inspiring project will bloom into a worldwide action: “We hope ‘A Night for Change’ can become a global movement to inspire people to take action overcoming borders and boundaries. Only when we unite, can we live in an open world for everybody – a world with more understanding, love, freedom, and equality.”

The video is part of a creative-centered campaign and follows another brilliant film titled “One Night,” directed by three-time Academy-Award-winning cinematographer, Emmanuel Lubezki. The 60-second film was created to promote the brand’s new program “Create a Better Tomorrow, Tonight.”

The designers will preach the creative idea through workshops and activities in order to make other members of the community aware of the fact that good art can change the world. The initiative is powered by Absolut, but anyone can get involved in the project and help the targeted communities. The artwork is for sale and the money collected will be donated by the brand to support local initiatives.

Take a look at the stunning artwork that brilliantly overcomes the physical, cultural, and time barriers. Will you adopt one of these art pieces as a form of therapy to shape a better future? Let us know in the comments:

Credits:

Client: Absolut

Agency: Cult