Creativity

Absolut's Posters Remind Us It's Still Illegal to Be Gay in 72 Countries

U.K. Campaign Launches on 50th Anniversary of Decriminalization in England and Wales

By Alexandra Jardine. Published on Jul 27, 2017

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Following its global "Equal Love" film from a few weeks ago, Absolut has created a U.K. poster campaign to highlight the fact that it is still illegal to engage in same-sex activity in 72 countries worldwide.

The campaign, by BBH London, launches on the 50th anniversary of the amendment of the U.K's Sexual Offences Act, which saw homosexuality decriminalized in England and Wales. The poster series features individuals from some of the 72 countries sharing a same-sex kiss, with their mouths outlined by the shape of a rainbow-hued bottle of Absolut. Photographer Sam Bradley shot the images.

The images will be rolled out as part of a nationwide poster and digital OOH campaign. They'll be displayed along the route at Brighton & Hove Pride, and will appear as print ads across national news and consumer lifestyle magazines.

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About

Credits

Date
Jul 27, 2017
Agency:
BBH London
Client:
Absolut
Head of Marketing:
Adam Boita
Senior Brand Manager:
Jenny King
CEO:
Anna Malmhake
VP Global Marketing:
Craig Johnson
Global Brand Director:
Gaia Gilardini
Global Marketing Manager:
Sina Neubrandt
Global Brand Manager:
Oscar Danielsson
Head of Digital Marketing:
Fredrik Thorsén
Creative:
Vinny Olimpio
Creative Director:
Pablo Gonzalez de la Pena
Creative Director:
Paco Conde
Creative Director:
Beto Fernandez
Executive Creative Director:
Ian Heartfield
Strategist:
Raphael Bittner
Strategy Director:
Melanie Arrow
Business Lead:
Kate Roberts
Senior Account Manager:
Aymara Blanco
Account Executive:
Janki Shah
Producer:
Lauren Daniels
Assistant Producer:
Mercedes Januszczak
Photographer:
Sam Bradley

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