Feast for All

As a leading ambassador for a diverse night life, Absolut drives its commitment to a non-discriminatory party culture. By embracing the narrative “We are all born to Mix” Absolut aims to bring people together, raise awareness about diversity, broaden perspectives and encourage respect within the Austrian society. By addressing relevant social issues and establishing brand core values such as openness and inclusion, Absolut wants to create a deep emotional connection with its audience and gain positive media coverage to enhance the brand’s credibility and its commitment to social causes.

Vienna’s Kunsthistorisches Museum is a globally renowned attraction and art collection. Among its exhibited artworks, the largest painting on display and one of the most important depictions of festive culture is “The Feast of the Bean King”. It lacks any kind of diversity or representation, serving as a symbol of exclusion instead. To change this narrative and rewrite history, Absolut collaborated with artist Tyron Egbowon and DEI advisor Leni Charles to create a new and diverse interpretation: the “Feast For All”. Within weeks of work and dedication, the traditional image of a white supremacist society was transformed with representative ambassadors of diversity and inclusion from various backgrounds. The painting was on display at the Kunsthistorisches Museum for several weeks, symbolizing diversity. Using AI, visitors were able to bring the painting to life, learn about the portrayed experiences with discrimination and interact with the public installation on a deeper level.