To support British Pride 2017 this year, Smirnoff challenged its London agency Design Bridge to come up with a fresh way to celebrate love in all of its wonderful shapes and forms.
Following its successful Love Wins limited edition campaign in 2016, Design Bridge worked with the same strong idea – "two people coming together and showing their love for one another" – but followed a new creative route; one that was initially inspired by illustrator Rob Bailey's famous Hey Man embrace.
"We were delighted when Rob agreed to collaborate with us on this project, and we set about working on the design together. After deciding upon a series of six bottles – one in each colour of the Pride flag – we worked closely with Rob to create six new sets of embracing couples to adorn each of our Choose Love limited edition bottles.
"The couples have been carefully crafted to represent national diversity and inclusivity – an idea that is central to the Smirnoff brand – and there are hidden details, such as tattoos and jewellery, to discover on each bottle."
Much of the typography has been hand-drawn by Design Bridge's design director Chloe Templeman, which adds a hand-crafted touch. And there are many other elements such as the numbering, a special rainbow coloured seal, and back-of-pack copy that explains the meaning behind each of the Pride flag colours.