Absolut has always held strong links the the LGBTQ community. (In fact, the first thing that springs to mind for me is their sponsorship of RuPaul’s Drag race but that probably says more about me than anything else). However, the Kiss with Pride campaign has been created not only to celebrate the 50 year anniversary of the partial decriminalisation of homosexuality in England and Wales, but also to spread an awareness of the 72 countries where homosexuality is still illegal.
Photographer Sam Bradly expressed his interest believing it simply to be ‘pure idea’. Additionally, although it was an advertisement campaign it also felt ‘natural and true’. This was reflected in the aims set out by Absolut to allow people to express their freedom.
The advert itself will be place in news and lifestyle magazines all over the world. However, they have also created the #kisswithpride Snapchat filter which will donate £1 to Stonewall every time it’s used.
This campaign was sparked by their short film ‘Equal Love’. Check it out below…