July 27 marked the 50th anniversary of the U.K.’s decriminalization of homosexuality under the Sexual Offences Act. Absolut celebrated the occasion by revealing its newest campaign: “Kiss With Pride”.
Several of the models featured in the campaign hail from countries where homosexuality is still a crime. The bold print campaigns serve as a reminder that, while the U.K. has made great progress in protecting its LGBTQ citizens from discrimination, many LGBTQ communities still struggle to find their voice and fight for their freedom. Absolut’s launch coincides with President Trump’s transgender military ban, emphasizing how discrimination based on sexual orientation clearly remains prevalent in even the most democratic nations.
The campaign’s Photographer Sam Bradley stated: “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.”
Bradley hopes that the campaign will reach as many people as possible, and that those living outside progressive cities such as New York and London can be exposed to it and “start a constructive conversation”.
Adam Boita, U.K. head of marketing for Absolut’s parent company Pernod Ricard, also spoke out: “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”.
This campaign is Absolut’s second LGBTQ-focused campaign working with the creative agency BBH London, and acts as a sequel to the “Equal Love” campaign, which Absolut released during the London Pride festival. “Kiss With Pride” will live as both print ads and out-of-house executions.