With Pride season taking over the summer, Absolut explores the concept of equality in 2017 with a short film titled ‘Equal Love’. The loud and proud celebrations continue with Absolut releasing a limited edition rainbow bottle, alongside a partnership with Stonewall.
The film revolves around the concept of a never ending kiss – beautifully symbolising freedom, self expression and an equal accepting world. The kisses are no longer defined by sexual preference, gender, race or even profession; instead it becomes a testament to equal love. The film brings the simple message of ‘Create a Better Tomorrow, Tonight’ to life in the most touching way.
The film was captured by Aoife McArdle, a Northern Irish director who has explored and supported the LGBTQ community for years. McArdle when asked about the film stated ‘I loved the process of casting, and this script provided an opportunity to work with a large, diverse and striking cast. Because of the message of the film, and Absolut’s history of supporting LGBTQ and diversity in general, the unique casting process was front and centre rather than a branding afterthought.’
‘Equal Love’ also marks the launch of a series of activities by Absolut to celebrate diversity, champion openness and promote self-expression. The first being a collaboration with Stonewall on a fun co-branded Snapchat lens where every use of the lens unlocks a donation to Stonewall.
It’s safe to say we’re ABSOLUT-ley thrilled to see LGBT+ issues brought to everyone’s attention in the most colourful of ways.
Watch the video below: