Over the past 30 years, Bombay Sapphire has encouraged the world to see there is creativity everywhere and in everyone, through their brand platform, ‘Stir Creativity.’ The film was written to an edited excerpt of Jorge Louis Borges’s ‘El Aleph’, capturing moments that reflected the poem and built a distinctive emotional arc. The vision was to present the everyday in a way that drew the viewer on a journey of creative discovery, challenging their perception of the familiar by presenting it with otherworldly beauty, leaving them inspired to look at their own worlds through fresh eyes.

To launch the idea we partnered with film director and visionary Baz Luhrmann. We asked him to tell his own inspirational story of growing up in a remote backwater town in rural New South Wales. How even here in such a barren empty place he was able to find creative magic. We combined his personal archive material with purpose shot and interview footage to show how he established and grew his philosophy and landed the authenticity of his position as the figurehead for the moment. Ultimately, we inspired and invited people to look at their own worlds and discover the limitless beauty that exists in the everyday.

Our audience holds creativity as core to their happiness and fulfilment and are always relentlessly pursuing new sources of inspiration. This campaign was built off of the idea that creativity is all around us and once you learn to see it, the world becomes a gallery, so we gave our audience a simple prompt, ‘Saw This, Made This.’ This rallying cry to find the extraordinary in the ordinary was kicked off by Baz Lurham on his Instagram Reels, and countless social creators around the own shared their own #SawThisMadeThis submissions. Throughout the campaign, submissions were shared across Bombay Sapphire’s and Baz’s instagram channels, continuously showcasing our world as the ultimate source of inspiration.

Baz Luhrmann is a creative icon, one of few active filmmakers you could call an auteur. Yet his beginnings are as humble as they come. His creative journey is both touching and inspirational and his philosophy one that he and Bombay Sapphire have shared for many years. A belief that everyone is creative and a mission to help people appreciate their own creative potential. So, we created an intimate documentary style film that told his story, not the Hollywood Baz the world usually sees, but the real man from a nowhere town in rural New South Wales, who’s creativity has taken him on to be one of the most celebrated film makers of our time.

The campaign sparked a global conversation around finding creativity in the everyday and also resulted in a global audience taking part in creativity. The campaign generated over 1.2 billion in earned PR reach, with over 1.1k pieces of editorial coverage. As a result, the brand achieved #1 share of voice for spirits in Europe and North America. Across social, Baz inspired our audience globally, with ‘Saw This Made This’ content reaching over 72 million people, with an increase of 839% of accounts engaged with the Bombay channel and 6,000 submissions of creativity inspired from the everyday. From a brand perspective, the campaign's impact was felt across key markets, with the US seeing a 10% increase in 'brand for me' metrics and Spain experiencing an 8% increase. In the UK, the campaign drove a 7% increase in desire, while Germany and France saw increases of 6% and 3%..