The Full Service, the creative agency founded by Rankin, has launched a campaign in celebration of International Kissing Day (6 July) – #GetSnogging.
The creative initiative is headlined by a film featuring a plethora of snogs in all manner of situations. It features contributions from filmmakers AJ Smith, Elliott Wilcox, Kate Bones and Jenn Nkiru and was co-produced by Lizzy Graham at Marshall Street Editors.
To liven the current gloomy state of the world, the #GetSnogging team is encouraging the public to submit their own snogging clips to social media using the hashtag. The best of these will be edited into a second film set to be released on Valentine’s Day 2018.
Rankin explained he saw parallels between the initiative and the kissing montage in the 1988 film Cinema Paradiso. “We wanted to do something compassionate and affectionate. Something that put smiles on people’s faces,” he said.
“This ensemble idea grew from Rankin’s archive of kisses,” said Vicky Lawton, creative director of The Full Service. “It was one of those truly collaborative things that happen at [the agency]; what starts as the gem of an idea in the office upstairs, is soon being shot in the studio downstairs.
“This extended beyond that, bringing in some of our favourite talent to work with us on it.”
Graham added: “As soon as I heard about the project I knew that I wanted to be involved. What appealed to me was how the project managed to pull together a huge roster of fantastic directors giving us so many variations on the simple ‘kiss’.”
Serendipitously, Absolut released its new campaign around the power of the kiss yesterday (5 July), as part of its new strategy to put its social values front and centre of its marketing.