This paper demonstrates how Hill+Knowlton created global buzz and conversation around the new brand idea ‘Infused with imagination’ for Bombay Sapphire. The campaign challenged the world to demonstrate their imagination by submitting ideas for their next 3D projection. Phased and collaborative local and global PR tactics saw 10 markets participating, 15 markets downloading competition toolkits and guidelines and 5,000 pieces of global PR coverage. This resulted in 300m people being reached via press coverage, an estimated AVE of over £4.5m and a PR value of £13.5m