Imagination fires Bombay Sapphire

Bombay Sapphire has unveiled its latest marketing initiative, entitled Infused with Imagination.

The Imagination Installation – a specially commissioned artwork created by up-and-coming artist Yehrin Tong designed as the centre-piece of the brand‘s campaign launch – was revealed at an exclusive preview event in London this week.

The piece represents the first chapter in the new global campaign.

The Imagination Installation is a large 3D piece of artwork, featuring 75,000 sparkling crystals, all applied by hand, which took more than 2,500 hours to put together.

The installation was created by a team of designers including Tong and established photographer and director, Richard Foster, known for his work with De Beers, Gucci and Rolls Royce.

Tong said: “I was really excited to work with an iconic global brand like Bombay Sapphire and the idea of imagination was incredibly inspiring.

“I incorporated all of the complexities of the drink and just let my imagination run to create a final design that felt both infused and imaginative.”

Foster added: “This was a fantastic project to work on, with the whole team feeling really inspired by the theme of imagination – it is remarkable to have the flexibility to create something truly interesting and meaningful as well as beautiful.”

Following its appearance in the gallery, the Imagination Installation will then take centre stage in the global communications for Bombay Sapphire, across print, TV and digital platforms going live later this month.

John Burke, Bombay Sapphire global category director, said: “Bombay Sapphire has long had imagination at its heart and this year we wanted to celebrate and 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 Imagination Installation does this perfectly for us, but we have many more exciting ideas and initiatives to follow which we hope will unlock the potential of imagination in everyone, who in turn will be able to inspire us as a brand.”