The ‘Saw This Made This’ campaign by Bombay Sapphire, launched in Bermuda in 2022 and directed creatively by Baz Luhrmann, positions the brand as an enabler of everyday creativity. The core proposition centers on the belief that creativity is inherent in everyone and can be unlocked by reimagining the ordinary as a source of inspiration. Through this lens, Bombay Sapphire moves beyond being simply an alcoholic beverage, aligning itself with a broader cultural movement that values creative expression as both a personal and collective asset.
The campaign leverages the insight that creativity ranks as a top global skill and contributes positively to individual well-being. By inviting participants to share visual narratives of how everyday sights inspire new creations, the brand taps into the rising trend of user-generated content and social participation. The use of the hashtag #SawThisMadeThis creates a social platform for engagement that encourages audiences, from novices to established artists, to contribute to a communal creative dialogue. This approach effectively broadens the brand’s appeal, embedding it within lifestyle aspirations rather than product features alone.
Strategically, the campaign utilizes an integrated media approach with a strong visual and storytelling component—exemplified by the highly artistic ‘before-and-after’ videos—emphasizing transformation and reinterpretation. The creative partnership with Baz Luhrmann and the thematic influence of literary works further elevate the campaign’s intellectual and artistic credibility, appealing to culturally attuned consumers. Overall, the campaign’s positioning and execution are crafted to deepen brand relevance by connecting with consumers’ desire for inspiration and self-expression in their daily lives.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits Format #9 because its entire focus is on transforming ordinary sights into creative outputs, visually symbolizing how Bombay Sapphire “turns the ordinary into the extraordinary.” The collaboration with Baz Luhrmann and numerous artists encourages consumers to see inspiration everywhere, then share their own creative transformations. The campaign isn’t about the product solving a problem, nor does it rely on a literal demonstration; instead, it uses vivid symbolism (e.g., “the world is a gallery”) and exaggerated VFX to represent creativity—the benefit associated with the brand—inviting audiences to participate in the process. The product’s value is abstracted through symbolic before-and-after imagery, rather than product-centric storytelling or testimonials.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Tanqueray – Market Positioning
Tanqueray positions itself as a premium London Dry gin with a heritage-focused, classic approach. It emphasizes consistent quality, a crisp, juniper-forward flavor, and a strong connection to traditional gin craftsmanship. Tanqueray targets discerning gin drinkers who appreciate a refined, timeless spirit suitable for both cocktails and neat consumption.
2. Hendrick’s Gin – Market Positioning
Hendrick’s sets itself apart through its unique infusion of rose and cucumber botanicals, presenting a quirky, whimsical brand personality. Marketed as an unconventional, craft gin, it appeals to adventurous and imaginative consumers seeking a distinctive taste and an eccentric, boutique experience.
3. Beefeater – Market Positioning
Beefeater promotes itself as an authentic, no-nonsense London Dry gin grounded in over 150 years of distilling history. Its strategic angle focuses on tradition and craftsmanship, delivering a classic, reliable gin with strong botanical integrity for gin purists and cocktail enthusiasts alike.
4. Bombay Sapphire East – Market Positioning
An extension of Bombay Sapphire, this variant leans into Eastern botanicals like Thai lemongrass and Vietnamese black pepper, offering an elevated, exotic twist. It targets consumers looking for a premium, innovative gin experience blending Western and Asian flavors, appealing to a globalized, modern audience.
5. Gordon’s Gin – Market Positioning
Gordon’s is positioned as an accessible, value-driven London Dry gin with widespread distribution and recognition. It emphasizes straightforwardness and drinkability at an affordable price point, catering to everyday consumers seeking a dependable gin for casual, social drinking occasions.
Q: What is Saw This Made This about?
A: Saw This Made This is a 2022 integrated campaign from Bombay Sapphire, created by AMV BBDO and launched in Bermuda. The campaign was developed in partnership with acclaimed film director Baz Luhrmann as Creative Director, with visual storytelling by Juan Cabral. Its central creative idea is to position Bombay Sapphire as a catalyst for everyday creativity, inviting people to see the world as a gallery of inspiration and to share their own creative transformations on social media using #SawThisMadeThis. The campaign features before-and-after visuals that showcase how ordinary sights can inspire extraordinary creative expression.
Q: What creative device does Saw This Made This use?
A: Saw This Made This employs Format #9 from Clapboard’s 12-format taxonomy: Symbolize the Benefit. This creative approach uses symbols and exaggerated visuals to represent the product’s positive impact, rather than literal demonstrations or testimonials. The campaign visually transforms everyday scenes into creative outputs, symbolizing how Bombay Sapphire enables people to turn the ordinary into the extraordinary. Through vivid before-and-after imagery and artistic collaborations, the campaign abstracts the brand’s value, inviting audiences to participate in the creative process and see inspiration everywhere.
Q: What is the campaign proposition for Saw This Made This?
A: The strategic positioning of Saw This Made This centers on Bombay Sapphire’s belief that creativity is inherent in everyone and can be unlocked by reimagining the ordinary as a source of inspiration. The brand invites people of all backgrounds and skill levels to participate in a global creative movement by capturing and sharing what inspires them. This approach shifts Bombay Sapphire’s identity from a traditional alcoholic beverage to a cultural enabler of creativity and self-expression, aligning the brand with lifestyle aspirations and the growing importance of creativity in personal and collective well-being.
Q: How does Saw This Made This rank in Clapboard's archive?
A: Saw This Made This holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Bombay Sapphire's category?
A: In the premium gin category, Tanqueray stands out for its heritage-focused, classic positioning and consistent quality aimed at discerning gin drinkers, while Hendrick’s differentiates itself with an unconventional, craft approach featuring rose and cucumber botanicals for imaginative consumers. Beefeater emphasizes tradition and authenticity, appealing to purists and cocktail enthusiasts with its long distilling history, and Bombay Sapphire East offers an innovative twist with Eastern botanicals for a globalized audience. Gordon’s Gin, meanwhile, is positioned as an accessible, value-driven option for everyday social occasions, focusing on straightforward drinkability and broad recognition.
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