The aim for this limited edition collection was to celebrate the Pride season, reinforcing the message that love can come in all shapes and forms.

It was the print on the 'Love Wins’ shirt from a fashion line whose equality collection celebrates sexual equality that sparked our creativity. The print depicts couples of all orientations and from all walks of life embracing and holding hands. Having agreed that the print resonated well with Smirnoff's spirit of inclusivity, our challenge was to create a collection with no two bottle designs the same.

To create a visual link with Pride in London, we wrapped our 'Love Wins' bottles in the colours of the rainbow flag - a symbol synonymous with the many parades and festivals seen around the world. The 72 illustrated couples we adapted from the original print appear just once on each of the seven coloured backgrounds, ensuring that every bottle is unique.

We drew up the ‘Love Wins’ caption in a hand-written style to add a personal touch, whilst a fabric label on the back of the bottle shares an inspiring message of love and inclusivity alongside details of the limited edition design.

Bringing our designs to life was a true labour of love. After each of the 500 bottles had been specially shrink-wrapped in its new rainbow-coloured clothing, we set about meticulously applying the Smirnoff "eyebrow" label, couple illustration, and fabric label, all by hand.

The collection helped Smirnoff support Pride, celebrate inclusivity, and promote its ‘Smirnoff Pride at Night’ after party, and every last one of the 500 Smirnoff Love Wins bottles sold out, with a percentage of the total sales donated to the RUComingOut charity.

A curated selection of the bottles were sent to high profile influencers who shared their unique gifts on social media, resulting in over 58,000 social impressions. The story also gained 27 pieces of media coverage, including several interviews in which Dawn talked about the collaboration.

To raise awareness at the Pride in London parade itself, the Smirnoff Love Wins digital communications campaign dominated one of the prestigious curved advertising screens in Piccadilly Circus.

The response from consumers and the media has been overwhelmingly positive and, with just 500 bottles, Smirnoff reached over 70 million people through targeted media.