Absolut Vodka, a pioneering voice in LGBTQ marketing, has unveiled its latest campaign that celebrates 50 years since the decriminalisation of homosexuality in the UK.
The new print campaign follows on from a TVC launched in July.
The brand wanted to celebrate the fact that July 27 marks the 50th anniversary of homosexuality being decriminalized in England and Wales under the Sexual Offences Act, but reminds us that we can’t forget it’s still illegal to be gay or lesbian in 72 countries around the world.
The “Kiss with pride” campaign – which will feature both print and OOH executions – and was created by agency BBH in conjunction with gay rights charity group Stonewall and photographed by Sam Bradley.
Bradley commented: “I was drawn to the campaign because the idea was so pure. I knew I had to be involved, it’s quite rare for advertising to be for a cause without it feeling disingenuous. This felt absolutely natural and true.
“The more people that see these images the better. And not just in progressive cities like London and New York. I would really like the images to reach people outside of that bubble and to start a constructive conversation.”