Close Menu

Baz Luhrmann partners with Bombay Sapphire

Film director Baz Luhrmann has teamed up with Bombay Sapphire gin to launch a global campaign to inspire creativity.

Baz Luhrmann
The campaign will end in 2023 with a showcase of all the submitted posts

The Elvis director and Bacardi-owned gin brand have kicked off the Saw This, Made This marketing campaign with a short film.

Luhrmann said: “I truly believe that everyone is inherently creative, no matter who you are, where you come from or what you do. You don’t have to be labelled an artist to be considered a creative.

“If you just give yourself permission to see the world as a gallery of inspiration and reframe how you think about things, you’ll unlock a part of yourself you didn’t know existed.”

The spot was directed by writer and director Juan Cabral, and is a ‘creative call to arms’, inviting consumers to discover creative inspiration around them, and share that inspiration on social media with the hashtag #SawThisMadeThis.

Luhrmann, who is creative director of the campaign, added: “By partnering with Bombay Sapphire, I want to encourage people everywhere to think about how they can turn the ordinary into the extraordinary and share this inspiration to make the world a more creatively nurturing place.”

Creative expression

The campaign will feature before-and-after Saw This, Made This videos and photos, demonstrating how people can ‘reframe the world around them’ and turn that inspiration into creative expression.

In the short film, Luhrmann talks about how his life experience has shaped his own creative process and shares his philosophy with viewers.

The campaign will culminate in 2023 with a showcase of the submitted creative posts.

The project is being rolled out in collaboration with London’s Design Museum.

Mixologists worldwide have also been riffing off the campaign to create Bombay Sapphire cocktails.

The campaign will be rolled out across 10 markets: the US, the UK, Spain, Italy, Germany, Australia, New Zealand, Brazil, Greece and the Netherlands.

Natasha Curtin, global vice-president, Bombay Sapphire, said: “For over 30 years Bombay Sapphire has collaborated with creators and artists with the purpose of giving support to and building a platform for creative self-expression.

“Like Baz and Juan, we believe in the importance of creativity – it is an essential part of what makes us human.

“With this campaign, we set out to show that creative inspiration is everywhere and to encourage people to reconnect with their own creative side.”

Earlier this year, Bombay Sapphire launched a lemon-flavoured gin inspired by the Tom Collins cocktail, called Citron Pressé.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No