Since 2018 Bombay Sapphire has been communicating in the territory of art and creativity with the “Stir Creativity” platform. Because, of course, mixology is also part of the creative world; where invention, new ideas, and colors come together to create something new.

The main goal of this brief was to create an innovative experience for the target audience and push people to show their own creative spark.

The brief asked to strengthen Bombay Sapphire's positioning in this territory and actively involve consumers in the creative process.

Everyone has been talking about NFTs, but only a few seem to understand what this is all about. So instead of explaining it in words, we decided to get people involved in the creation of one.

Because we believe that the more you get in touch with art, the more it connects to you.

“Behind the Canvas” is the largest NFT currently online, big enough to host everyone’s inspiration: 15k people participated in the co-creation of the artwork, during an Instagram Live art event, where a presenter and several guests from the creative world entertained the audience during the creation. Famous digital artist Giuseppe Lo Schiavo crafted together all the ideas in one unique piece of art, during the 50 minutes of the live show.

The target audience for Bombay Sapphire is the “Expressionists”, a population of 1.2M people in Italy aged 25-44: curious people who love to explore and

“Behind the Canvas” is a 3D modeling digital artwork; the largest NFT currently online: 20.000 x 25.000 pixels. During the Instagram Live event, people were asked to identify an item that emotionally represents their present and that they believe will be important in their future. They were able to share their ideas through comments and everyone’s idea found space on such a large canvas. This is what makes it so special.

During the digital event, many guests from the world of creativity participated in the show, talking about the relevance of this experiment and the NFTs world, entertaining the audience while the artist worked on the artwork.

The final artwork was released in 20 copies on the NFTs website “MakersPlace” and went sold out in less than 5 hours, raising $320.000 that Bombay will use to fund new scholarships.

Share of voice (77%), 15K connected users; 6K comments, earned coverage (76 articles; 4 TV reports, 40MLN OTS)