Raise a glass with Absolut to music opening minds

Taking the old adage of the power of music, British singer and actress Rita Ora has teamed up with Absolut Vodka for the Open Mic Project to “create a better tomorrow”.

In the 30-second ad, Ora asks the audience to send in stories of acceptance to do with race, gender and sexuality which she will be using as inspiration for a new song.

While some might write it off as an advertising gimmick, it’s refreshing to see such importance conversations still continuing.