For the first part of the campaign, created by WPP ad network Rainey Kelly Campbell Roalfe/Y&R, Bombay Sapphire commissioned a 3D installation inspired by the production process of the gin and the brand's history.
The artwork was created by a group of designers, led by art director Darren Simpson and copywriter Thais Delcanton, and is formed through a series of illustrated panels decorated with a total of 75,000 crystals.
Illustrator Yehrin Tong was inspired by the definition of infused (elements bleeding into each other) to create a dream-like image that "feels like an organic mixture of images both natural and mythical".
The work was installed in a disused church. Panels were positioned to appear as though they were spilling out of the top of a bottle of Bombay Sapphire, if viewed from the right perspective.
Photographs of the installation, by photographer and director Richard Foster, will be used for print, outdoor and digital ads and a film about its creation will be seeded online and shown in cinemas.
John Burke, global category director of Bombay Sapphire, said: "Bombay Sapphire has long had imagination at its heart and this year we wanted to build on that heritage. Imagination is fluid – an abstract, subjective concept.
"Yet we wanted to create something tangible that marks an exciting stage of the brand's journey and a truly imaginative way of looking at our brand communications and the launch of our brand idea."
The installation will be followed by other work and activity on the theme of imagination, which Burke hopes will "unlock the potential of imagination in everyone, who in turn will be able to inspire us as a brand".
The media planning and buying for the campaign is being handled by WPP media agency MEC.
Production for the print ads was by Foster with post production by RKCR/Y&R. The joint directors of the film were Dimpson, Delcanton and Foster with post production was by Hogarth.
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