RKCR/Y&R, London Follow Update

  • Hampstead Road Greater London House
  • London NW1 7QP
  • United Kingdom
  • Phone: (+44) 0207 611 6568
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Bombay Sapphire - "Infused with Imagination" - RKCR/Y&R

  • Infused with Imagination
  • Bombay Sapphire
  • Bombay Sapphire
  • RKCR/Y&R
  • United Kingdom
  • Infused with Imagination
Product CategorySpirits, Fortified Wines
Date of First Broadcast/PublicationApril 18, 2011
Media TypeOutdoor / Out of Home
Awards The New York Festivals International Advertising Awards in All Media, 2011 (Bronze World Medal) for Avant-Garde: Video Projections
The New York Festivals International Advertising Awards in All Media, 2011 (Silver World Medal) for Avant-Garde: Event-Nightlife Marketing
Art Director Darren Simpson
Copywriter Thais Delcanton
Director Richard Foster

Concept

The Imagination Installation is a three-dimensional visual artwork that forms the basis of the brand’s new advertising and communications creative. The artwork showcases the history of the product, the exotic botanicals that give it its unique flavour, the imaginative inspiration for the blue bottle that contains it and the sparkling sapphires that give it its name.

The Imagination Installation was created by a team of designers including up-and-coming illustrator Yehrin Tong and established photographer and director, Richard Foster, known for his work with De Beers, Gucci and Rolls Royce. Inspired by the word ‘infused’, meaning elements bleeding into each other, Tong created a dream-like visual that has no beginning or end; rather it feels like an organic mixture of images both natural and mythical. This design has now been turned into a large 3D art installation laid out as a series of sections depicting different pieces of the story. Each illustrated panel is hung separately in an overlapping design, telling the Bombay Sapphire story. The entire artwork uses perspective in that you can only fully appreciate the stunning effect from a specific point in the room. Over 75,000 crystals were used to bring each segment to sparkling life.