Most agencies put brands’ Christmas stories into epic productions. VMLY&R North America is putting Absolut’s Christmas stories into carols. And those stories come from real tweets.

It may well be the most joyful Christmas campaign of the year. It’s certainly the most distinctive and perhaps also the funniest. VMLY&R and Absolut have produced 25 original Absolut carols in the campaign, #AbsolutCarols.

Craig Elimeliah, VMLY&R executive creative director, commented, “It’s in the spirit of Absolut to bring people together. We did so by updating a classic holiday tradition.”

“Holiday traditions have us wanting to encounter carolling far more than we actually do, especially in a year when we can all use some cheering up. So, this year we’re bringing carolling to a place where it’s accessible and able to be enjoyed by everyone,” added Doron Faktor, group connections director, head of social media, VMLY&R.

“During the holidays, everyone is fighting for your attention. And a lot of brand content interrupts, especially in the vodka category,” stated Absolut’s global social media lead, Ylva Lundberg. “We wanted to create something entertaining that consumers can enjoy, while celebrating together. And more importantly – invite them to create some really original holiday memories at home, featuring our #AbsolutCarols.

“Since the 1980s, Absolut has collaborated with world-renown artists, activists, and creatives. But for these carols, the brand collaborated with every type of vodka-lover (and hater) they could find on Twitter. We considered it a timely, authentic and unexpected execution – perfect for social. An opportunity for Absolut to create something together with our community. And at the same time, sprinkle a bit of joy online ahead of the holidays.”

The Absolut Carols album is available on Spotify.