Bacardi-owned gin brand Bombay Sapphire has rolled out a big marketing campaign entitled ‘Infused with Imagination’. On April 12, the brand unveiled 3D installation that was inspired by the process of gin production and is aimed at bringing the history and heritage of the brand. 

The campaign is developed by WPP ad network Rainey Kelly Campbell Roalfe/Y&R.

The artwork that represents the panels decorated with about 75,000 crystals was created by several designers including illustrator Yehrin Tong and photographer and director Richard Foster who have managed to create a realistic and vibrant image of the energy and breath of the drink that runs through the top of the bottle.

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 marks just the beginning of a new stage  in the history of the brand and will be followed by other work and activities revolving around the theme of imagination. This concept will be in the focus of all the print and outdoor and digital ad materials to be further created in course of the campaign.

A week ago, Bombay Sapphire organized the visualization of gin production process alongside the London-based designer Moritz Waldemeyer.