Bacardi-owned gin brand Bombay Sapphire has partnered with Hollywood director Baz Luhrmann on a new global campaign that seeks to encourage people to find creative inspiration in the everyday.
The campaign, created with AMV BBDO, invites people to capture and share on social media what they see in the world that creatively inspires them, and what they have subsequently made, using #SawThisMadeThis. Luhrmann is acting as creative director and will share the #SawThisMadeThis submissions he finds most creatively inspiring on his own social channels. Submissions will also be celebrated in an online gallery , and the campaign will culminate in 2023 in exhibitions at global arts organizations including the Design Museum in London.
The idea of the campaign is to "look at the world around them and reframe it," says Luhrmann in a video interview, below, released by the brand, in which he also reflects on growing up in a small town and finding inspiration in the everyday. "I think everyone is inherently creative," he adds. "They don't think it, they know it."
The "Great Gatsby" and "Romeo + Juliet" director has collaborated with Bombay Sapphire previously on Frieze Art Fair events, as well as doing commercial work has worked with several other brands, including directing commercials for H&M and Chanel in the past. However, the new partnership is on a bigger scale and according to Natasha Curtin, global VP for Bombay Sapphire, the brand sees it as a "real partnership, a mission and a quest."
She said Luhrmann worked together with the brand on coming up with the SawThisMadeThis idea. "It was quite an organic conversation and the idea was something that immediately resonated with him," said Curtin. "We are connected by a shared belief that anyone can be born creative."
The campaign itself kicks off with a visually arresting spot directed by MJZ's Juan Cabral, that takes the viewer on a journey via a series of images, patterns and items that could inspire such creativity. Inspired by "The Aleph,"’ a famous short story from 1945 by the Argentine writer and poet Jorge Luis Borges, the film uses a poetic extract from the story as the voiceover narration and Debussy's "Arabesque” as the soundtrack. It was filmed in Buenos Aires, Cabral’s home city and a place cited as a source of his creative inspiration.
"It’s been the most amazing privilege to work on this project with genuine creative visionaries like Baz, Juan Cabral and other amazing artists," said Jack Smedley and George Hackforth-Jones, the AMV BBDO creative team behind the work, in a joint statement. "They each have a unique way of looking at the world, and an amazing ability to elevate the mundane to something magical. What we’ve tried to do with this campaign is give people a glimpse of how they do that, and to showcase the creative potential that exists right outside your front door."
The campaign will be running across 10 markets including the U.S., U.K., Spain, Italy, Germany, Australia, New Zealand, Brazil, Greece and the Netherland, across TV, cinema, video on demand, out-of-home, social and PR. Ogilvy PR and OMD handled PR and media respectively. Additionally, mixologists in bars will offer special "Made This" cocktails as part of the campaign: for example, Martin Siska and Yann Bouvignies at Scarfes Bar in London have taken creativity from the reflected details of the city lights at Piccadilly Circus on an early winter evening and created a drink.