Smirnoff has traditionally sponsored Pride in support of the LGBTQ+ community. We were tasked for the first time, with coming up with a campaign idea that not only promoted their sponsorship of Pride, but their partnership with Dawn O’Porter’s fashion label BOB. BOB had launched a new collection called “Equality” that featured a print of couples embracing, kissing and hugging, as well as a line ‘Love Wins.’ We actually developed two campaigns, one that specifically supported the new bottles that featured BOB, and the other a more generic brand campaign in support of the LGBTQ community and it represented an extension of Smirnoff’s master brand positioning ‘We’re Open.’ Both campaign ideas were released across digital outdoor at many prestigious sites such as Piccadilly 1 in London subsequently across Europe.