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.

For 30 years Bombay Sapphire’s have sought to ‘Stir Creativity’ and in this next chapter of their campaign show

how creativity can be found everywhere and inspiration found all around us. A mix of media and experimental photographic techniques capture the magic and poetry at play in the world we see every day. A world that denied to us during the pandemic. Every shot was designed and crafted with uncompromising precision to complement a powerful extract from Jorges Luis Borges ‘The Aleph’. The challenge was to present the familiar in a new way that drew the viewer on a journey of creative discovery, from familiarity to otherworldly beauty. To find a coherent visual language which left them feeling inspired to explore their own world through fresh eyes.

Our campaign sparked a global conversation around finding creativity in the everyday. Overall, the campaign generated 1.2 billion in earned PR reach, with over 1.1k pieces of editorial coverage, giving the brand the #1 share of voice of spirits in Europe and North America. 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% in desire respectively compared to the previous quarter.