Absolut Kiss With Pride & Fight LGBT Inequality

In the week where people in the UK celebrate the 50th anniversary of the Sexual Offences Act, which saw homosexuality become decriminalised, BBH highlight how it is still illegal to engage in same-sex activity in 70-plus countries with a provocative new series of print ads for Absolut.

Kiss with Pride, which follows on from their debut commercial for the brand Equal Love [above], sees photographer Sam Bradley photograph couples of many genders and races, including many from some of those 72 countries where they would be committing a crime in taking part in the campaign.

As well as appearing in a poster campaign featuring that iconic bottle shape familiar from so many other Absolut print ads, these images have been made into a poster series, which will display to the public in London's Protein Gallery over the weekend of 4th - 6th August.

This being 2017, however, the OOH elements to Kiss With Pride are augmented with a Snapchat Lens, with £1 being donated to LGBTQ charity Stonewall for every use. Debuting on July 27, this filter will also be available on the parade route of Brighton Pride and then nationwide across the summer.

Here's YouTube user Ian Martin Adams showing the Lens in action: 

This is not Absolut's first campaign supporting LGBTQ rights. As we recently wrote about in our two-part history of Absolut's print ads, they were one of the first major brands to advertise in gay publications, and have since sponsored many Prides, as well as events for the community, as well as sponsoring the first few seasons of RuPaul's Drag Race.