In a recent and phenomenal move, Absolut highlighted the 50th anniversary of homosexuality being decriminalized in England on July 27th with a powerful photo and social media campaign entitled, “Kiss with Pride.”
“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.”
- Adam Boita, Head of U.K. Marketing at Pernod Richard (Absolut's Parent Company)
In an effort to shine a light on the adversity LGBTQ+ individuals still face around the world, the iconic Vodka brand teamed up with Sam Bradley (photographer) and the British LGBTQ+ advocacy organization, Stonewall, with the aim of “championing equal love.” As homosexuality still remains illegal in over 70 countries, this project features individuals from these countries that come together and portray human love and compassion in its purest form by uniting with a kiss.
Some of the photos featured in the “Kiss with Pride” campaign. Each poster shares the following message: “July 27th marks the 50th anniversary of homosexuality being legalized in England and Wales. But homosexuality is still illegal in 72 countries. This project celebrates people from those countries who kiss with pride. See all of the photos from the shoot by clicking here.
In addition to the photo series which will appear both in print and digitally, Absolut released an “Equal Love” commercial that illustrates a never-ending kiss amongst diverse couples in collaboration with London’s Pride festivities that took place last month. The continuous push for inclusiveness definitely doesn’t stop there as Absolut also published a #KisswithPride Snapchat lens that allows its supporters to use the snap code in conjunction with their own images. Most importantly, every time the code is used, a donation is made to the Stonewall organization.
Watch Absolut’s “Equal Love” commercial below: