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Absolut Shines Light On LGBT Discrimination With Its Striking Neon Ad
By Izza Sofia, 31 Jul 2017
Absolut Vodka, a pioneer in LGBTQ marketing, has unveiled its latest campaign that celebrates 50 years since the decriminalization of homosexuality in the UK.
The new print campaign follows on from its ‘Equal Love’ ad launched recently. The brand wanted to celebrate the fact that 27 July marks the 50th anniversary of homosexuality being decriminalized in England and Wales under the Sexual Offences Act, but reminds us that the action is still illegal in some 72 countries.
The ‘Kiss with pride’ campaign 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,” he added.
The images were granted prominence at a Parliament exhibition but will be rolled out as a wider out-of-home campaign across the UK. It will also be featured in relevant print publications.
[via Adweek, images via Absolut]
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