Nick Law
Global Lead for Design and Creative Tech at Accenture Song
New York, Estados Unidos
TituloLove Has No Labels
Agência
Campanha Love Has No Labels
Anunciante Ad Council
Marca Love Has No Labels
PostedMarço 2015
Sector Empresarial Consciencialização social sobre descriminação racial / étnica / minorias / portadores de deficiências
História According to the Perception Institute, even the most open-minded people have implicit bias built in through society stereotypes, even if they don’t consciously act on it. But addressing this is near impossible when these same people don’t acknowledge they’re affected by it. To address this, an online video was shared featuring a large x-ray installation that displayed skeletons kissing, hugging and dancing. The viewers mentally filled in the blanks. When unexpected pairs stepped out from behind the screen, it created a simple demonstration of their implicit bias.
Resultado The video immediately went viral (40 million views in two days). It recently hit 110 million combined views (YouTube+Facebook), becoming the fastest spreading campaign ever and 2nd most viewed and shared PSA in history after just 3 weeks. Over 1.5 billion media impressions in 3 months. Numerous celebrities shared the campaign including the First Lady of the United States, Michelle Obama. Selected as one of the top ten highlights of 10 Years of YouTube.
The Ambient Advert titled Love has no labels was done by R/GA New York advertising agency for brand: Ad Council in United States. It was released in the Mar 2015.
Tipo de Mídia Viral
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