Making a
statement about equality without
saying a word.
CLIENT ABSOLUT SCOPE FILM + CULTURAL CAMPAIGN + ART EXHIBITION
Absolut
Equal Love
A never-ending and diverse kiss as a metaphor for acceptance and love without discrimination. The kisses pay no attention to sexual preference, gender, color, profession and instead become a statement for equal love.
The film reflects Absolut’s belief that people should be free to love who they choose and builds on the brand’s progressive views and ongoing mission of championing equal love.
BACKGROUND
Absolut has supported LGBTQ+ communities since the early 1980s, long before many brands entered the conversation. But rising global polarization made equality feel increasingly fragile again.
The opportunity was not to temporarily participate in Pride culture, but to reinforce a long-standing belief: that love and identity deserve equal recognition everywhere.
AFRICA
Algeria, Angola, Botswana, Burundi, Cameroon, Chad, Comoros, Eritrea, Ethiopia, Egypt*, Gambia, Ghana, Guinea, Kenya, Liberia, Libya, Malawi, Mauritania, Mauritius, Morocco, Namibia, Nigeria, Senegal, Sierra Leone, Somalia, South Sudan, Sudan, Swaziland, Tanzania, Togo, Tunisia, Uganda, Zambia and Zimbabwe.
ASIA
Afghanistan, Bangladesh, Bhutan, Brunei Darussalam, India, South Sumatra and Aceh Province (in Indonesia), Iraq, Iran, Kuwait, Lebanon, Malaysia, Maldives, Myanmar, Oman, Pakistan, Qatar, Saudi Arabia, Singapore, Sri Lanka, Syria, Turkmenistan, United Arab Emirates, Uzbekistan and Yemen.
AMERICAS
Antigua and Barbuda, Barbados, Belize, Dominica, Grenada, Guyana, Jamaica, St Kitts & Nevis, St Lucia, St Vincent & the Grenadines and Trinidad & Tobago.
OCEANIA
Kiribati, Papua New Guinea, Samoa, Solomon Islands, Tonga and Tuvalu.
EXTENDING THE CAMPAIGN
As part of the “Equal Love” platform, Absolut launched “32 Kisses”.
This coincides with the 50th Anniversary since the decriminalisation of same-sex relationships in England and Wales.
However, the reality is in 72 countries around the world homosexuality is still illegal. We want to share with you how we sought to raise awareness for this fact.
In support of Stonewall, we asked individuals from these countries to come together and portray human love and compassion at its most natural state - by uniting in a kiss.
Through art installations, social storytelling, Pride activations, and global cultural partnerships, “32 Kisses” expanded Absolut’s long-standing commitment to LGBTQ+ visibility while reinforcing the brand’s belief that love deserves equal recognition everywhere.
"Being gay is still illegal in 72
countries, so the vodka brand
asked people from those
nations to lock lips."
