Bombay’s brand purpose is to inspire and enable creative self-expression. Bombay’s ‘Stir Creativity’ brand platform is a rallying cry for people to self-express creatively…and also to position Bombay’s gin as a creatively versatile liquid. The objective for this campaign was to build an idea that inspires and encourages the world to release their creative potential (and not just for humans, for A.I. robots too). And to that, to culminate the campaign, on World Creativity Day we created an installation in The Design Museum in London, curated by Baz Luhrmann, to celebrate the submissions received throughout our campaign, showcasing the creativity found in the everyday.

Bombay believes that creative expression is what makes us human. When it comes to technology, there has been a lot of debate and concern around its power and role, particularly with advances in A.I. Expressionism, photography, industrial process, the internet, every step forward has been met with resistance. But, when embraced, each has served human creativity, facilitating new art forms, and democratizing creative expression. Artificial intelligence will be the same. For this campaign, the idea was built off the insight that creativity is all around us and once you learn to see it, the world becomes a gallery. So we invited our audience to share with us the creativity they see in the everyday and enlisted Ai-Da, the world's first ultra realistic A.I. robot artist, to use the submissions to create new works of art, inspired by the creativity of humans.

Bombay Sapphire believes that everyone is born creative, but over time we learn to suppress our creative potential. And yes, everyone even extends to the world’s first A.I. robot. Our campaign idea was built off the insight that creativity is all around us, and once you see it, the world becomes a gallery. But knowing Ai-Da can’t yet see the world like an average human, we wanted the public to help show her the inspiration in the everyday. It also helped to demonstrate that you can use technology for good - showing that a robot can help to evolve and democratize human creativity, not replace it. Ultimately proving that everyone or everything can be inspired by the world around them.

Our idea began with a social film of Ai-Da, asking the public to help provide her everyday inspiration from the outside world. Ai-Da has an incredible visual memory - she has the ability to intake or be uploaded with an unlimited amount of imagery and words. As an A.I. powered artist, she can process enormous amounts of inspiration, but as a robot she is unable to experience the unexpected, the quintessential human experience of incidental beauty of the everyday.

So, using our Bombay Sapphire social channels, and Baz Luhrmann as our creative director, we had the public submit their creative inspiration under #SawThisMadeThis. We were then able to download the 3,000 submissions we received into Ai-Da - so she could see the world through human eyes. And then we brought her to work in front of a live audience at the Design Museum.

Over the course of 4 days, the public could come and watch Ai-Da paint live. By using cameras in her eyes and her computer memory, Ai-Da relied on her unique databank of AI algorithms to paint, draw and even abstract. All Bombay hashtag submissions were shown to Ai-Da, and she live painted four artworks & bottle design inspired by everyday beauty. A fundamentally un-human artist helped remind us of the wonder of human creativity.

The campaign sparked a global conversation around finding creativity in the everyday, and how A.I. can be used in partnership with human creativity. Going back to the brand’s purpose to inspire and enable creativity, we had over 3,000 submissions from across the world being fed into our installation. And over its four days at the Design Museum, the Saw This Made This installation drove 7,000 visits, 262 million PR impressions and over 730k social reach. Our installation, paired with Ai-Da’s live painting, provoked visitors to consider the role of A.I. within creativity, and inspired them to see how the world truly can be the ultimate gallery.