'You may be black, you may be white, you may be Jew or Gentile... It don't make a difference in our house.' Back in 1987, Chuck Roberts expressed the values of equality and tolerance in house music culture with his classic vocal track 'My House'.

We wanted to remind people of these values in current-day nightlife. So Absolut and a team of 17 Amsterdam nightlife icons welcomed dance enthusiasts from all over the world to Amsterdam Dance Event, with a purposeful statement: on the dancefloor, everyone is equal. The nightlife icons launched this statement in the central campaign video in which the icons performed Roberts' lyrics.

" On 19/09/17 the campaign video was distributed online on the Facebook and YouTube channel of Absolut Netherlands and played in arthouse cinemas.

" Media partner VICE interviewed the nightlife icons and Chuck Roberts about equality in nightlife, thereby creating a sublayer of content that was published on vice.com between 19/09/17 and 17/10/17.

" On October 17th, Chuck Roberts officially opened the Amsterdam Dance Event with a live performance of his lyrics, creating a powerful press moment that was covered by Dutch national television. This moment was broadcasted live on Facebook.

" Chuck Roberts performed at an Absolut branded party during the Amsterdam Dance event.

" A central part of the campaign video was shown on digital out of home during the Amsterdam Dance Event.

Completion rate of the video 61%

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