BBH London & Absolut: Kiss with Pride. Not all can

July 27 was the 50^th anniversary of the amendment of the Sexual Offences Act, which partially decriminalised male homosexuality in England and Wales. For many people, that’s a cause to celebrate.

But consensual same-sex activity is still illegal in 72 countries, and is punishable by death in 8.

So BBH London and Absolut have created a celebratory campaign, Kiss with Pride, that carries a sting. It’s a series of ECU images of same sex couples kissing. Several of the kissers come countries where they would be breaking the law. The campaign aims to “celebrate their own freedom of expression,” and “capture intimate moments that could not be tolerated in those individuals’ homelands.”

The poster campaign follows Absolut’s film Pride Month film, which was released at the beginning of July.

Absolut and Smirnoff show their pride

The new campaign was shot by photographer, Sam Bradley, and is part of a collaboration between Absolut and LGBTQ charity, Stonewall.

The posters are being installed across the UK and and will also be displayed along the route of Brighton and Hove Pride, the UK’s biggest Pride festival and parade, from August 4 – 6, when they will also be exhibited at London’s Protein Gallery space.