Bombay Sapphire Gin & Tonic Art Glass Competition

CHALLENGE

Bombay Sapphire is the world’s No. 1* premium gin, loved and chosen by gin drinkers worldwide. The label’s key concept, ‘stir creativity,’ expresses our desire to connect with artists and creators, who make the world a more interesting and inspiring place to be. As a brand, Bombay Sapphire strives to support and encourage those creators through its innovative initiatives.

The label’s Japan team launched the “Gin & Tonic Art Glass Competition,” an embodiment of the brand’s mission. Bombay Sapphire asked Y+L Projects to take charge of the entire project, planning and producing the campaign to PR and communication.

SOLUTION

The “Gin & Tonic Art Glass Competition” is an open call for creators to submit their unique gin and tonic glass designs. Y+L Projects created the campaign site which, invited artists, creators and fans of the brand to submit their artwork via a blank white square canvas. The canvas could be turned into a glass design and stand-alone work sharable via Twitter and Instagram with the hashtag #BombayGlass.

Artwork submissions ran for one and a half months. The campaign’s judges, Hidefumi Kenmochi, Masamichi Toyama, Aimi Sasaki, and Bombay Sapphire, then shortlisted nine submissions.

The campaign is still running at the time of writing. People who purchase a bottle of Bombay Sapphire in stores will vote for their favorite shortlisted work, and the final three winners selected as the ‘grand prix’ winners. The artists will receive the glasses they created, a bottle of Bombay Sapphire, and a year’s supply of tonic water. The public also has a say over the final winning design, with the potential to own their own version of the glass.

RESULT

So far, the competition has received more than 450 entries, far exceeding the target of 100. The success of the call-out was largely achieved through effective communication, both via press releases, media liaising, and social media advertising.

Visit Website