Asbolut vodka is celebrating the decriminalisation of homosexuality in the UK 50 years ago as it looks to influence 72 other countries to follow suit.
The brand, which is fully behind LGBTQ+ causes as part of its purpose led marketing strategy, has created evocative posters to mark the 50th anniversary of the Sexual Offences Act being amended; legislation that partially decriminalised – but didn't pardon – homosexual acts.
Photographer Sam Bradley captured same-sex kisses to underline that the action is still illegal in some 72 countries. On the 'Kiss With Pride' campaign, created by BBH in conjunction with Stonewall, Bradley said: "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.”
The images were granted prominence at a Parliament exhibition but will be rolled out as a wider out of home campaign across the UK, additionally touching down in relevant print publications. A Snapchat Lens will also help people donate to the cause, with £1 being donated to Stonewall for every use. It comes as part of the 'Equal Love' campaign, which the brand spoke to The Drum about in earlier this month.
Adam Boita, Pernod Ricard UK’s head of marketing, added: “As a brand we have a long history of working collaboratively with the LGTBQ+ community, so the 50th anniversary of the Sexual Offences Act was a moment in time that we were keen to celebrate. The fact that millions of people around the world still aren’t free to love who they choose goes against everything Absolut stands for, so the Kiss With Pride campaign is something we’re extremely proud of."
Ruth Hunt, chief executive of Stonewall, added: “Consensual same-sex activity remains illegal in 72 countries, and is punishable by death in eight. These figures serve as a stark reminder that we must not be complacent about what’s left to do until all LGBTQ people are accepted without exception.”
Vote for the campaign in The Drum's Creative Works below. View the full campaign here.