To continue its support of Pride and the LGBTQ+ community, we designed a collection of ‘Love Wins’ limited edition bottles for Smirnoff in the US. The bottles also lent support to the Human Rights Campaign, with $1 for every bottle sold donated to the cause. To take the Love Wins message one step further, Smirnoff challenged us to create a pop-up environment for summer music festivals in the US.
At these kinds of events, sponsors and supporters will simply brand a bar or DJ booth. But not us. Instead we made 7 customised Smirnoff bottles into giant works of art, all featuring messages of equality. One of these installations was a large-scale replica of our Love Wins limited edition bottle, which was available to buy at the time.
Lit from the inside, the 12ft polypropylene bottles feature powerful messages of equality. All passionately written by us, the messages capture the positive feeling of inclusivity and creativity felt at these kinds of festivals.
Surrounded by bespoke circular seating, these giant bottles became the centrepiece of the environment; lit-up beacons that brought like-minded people together. Festival-goers were invited to project themselves onto a massive LCD screen, which we integrated into the giant Love Wins bottle. The images echoed around the festival and social media channels by the thousands, making for a really uplifting atmosphere and a truly memorable event.
Our idea was all about being relevant, so when Trump pulled out of the Paris Agreement just two weeks before the first event in Vegas, we reacted immediately, creating a set of new messages and artworks in response.