Joining the celebration of the growing global impact of African music and culture Pernod Ricard asked us to align their Absolut Elyx portfolio worldwide, with some of Africa's top entertainment talents. We produced the African Getdown at the Absolut Elyx mansion in Hollywood and sent five of Africa's biggest names to Los Angeles to represent the continent. To add excitement we had top rapper and Oscar-winning actor Common host the African Getdown Party. The activation was hugely successful, generating priceless coverage in the media. The talent included TV personalities Luthando "Loot Love" Shosha and Ayanda Thabethe, plus musicians Anatii, Da LES and Heavy-K.