Bombay Sapphire debuts $20m global campaign

Bacardi-owned Bombay Sapphire gin has released a new US$20 million global campaign, called Discover the Possibilities Within, inspired by “the idea that there is creative potential in everyone”.

The new fully integrated summer campaign supports Bombay Sapphire’s Stir Creativity platform, which calls for “creative self-expression”.

For the Discover the Possibilities Within campaign, the brand worked with creatives on a new film and out-of-home visuals using techniques that play with mirrors and apertures.

Filmed by Gustav Almestål, the video highlights the classic gin and tonic and Negroni serves using a number of mirrors to “emphasise the infinite possibilities that exist within every drop of Bombay Sapphire”.

Shot in a maze of mirrors, the film follows three individuals in a “hyperreal representation of the creative process as they bring their masterpieces to life”.

Each artwork is made using raw materials from the Bombay Sapphire bottle – glass, paper and light – to “highlight the creative potential within every bottle”.

The artists involved in the film include glass sculpture Amber Cowan, paper artist Maud Vantours and multi-platform visual creator GMUNK.

Cowan uses techniques such as flameworking, blowing and hot-sculpting on recycled, up-cycled and second-life glass objects, while Vantours uses layering techniques to create kaleidoscopic compositions.

The film will roll out in cinemas and video-on-demand platforms from 23 August. It will also be supported across digital and social media.

“For the new campaign, we’ve put creativity at its heart by partnering with real-life creators to tell their own stories of creative awakening in a visually-striking film – there were no actors involved in its making,” said Victoria Morris, global vice president for Bombay Sapphire.

“We want to inspire more people than ever to tap into their own creative spirit: it can be something as simple as adding your own touch to a gin and tonic or creating a bold new artwork – it’s up to you.”

In addition, Bombay Sapphire has partnered with Global Street Art (GSA) and Hypebeast to produce and release four murals across London, Manchester, Brighton and Edinburgh throughout the summer and beyond.

The street artists include Jo Hicks aka Hixxy (London), Qubek (Manchester), Aroe (Brighton) and Matt Sloe (Edinburgh).

Experiential activations will also take place in more than 20 locations globally, including Paris, London, Athens, Moscow, Brussels, Amsterdam, Berlin, Milan, New York City, and Edinburgh.

As the global partner Frieze Art Fairs, the brand will also host also host activations in LA and New York, with activity to follow in London this October.

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