Love can campaign.
Agency.
Ogilvy Berlin
Work.
Co-creation within a small team.
The situation.
CSD is a day of celebration for the LGBTQ community and rightly so - much has been achieved in the last 50 years. But the struggle for equality is far from over - quite the opposite - conservative and extremist forces are on the rise. The message of love and equality is threatened to be overshadowed by hatred and resentment. The aim was to do something about that.
The idea.
Stating the simple truth, that love can achieve so much more than hate by using bold typographical posters and the Love Can.
The execution.
Posters with different headlines were put up all along the CSD routes in Berlin, Cologne and Hamburg. Special locations got their own hyper-local headlines – like the big poster next to Berlin RAW saying “Intolerance can’t party”. Depending on the location, we placed posters with German or English headlines. The Coca-Cola can was handed out for free – on all three CSDs. This campaign turned a can with a message of love into the message that "Love can."
Hyper-local headline setup at Kürfürstendamm, Berlin.
Coca-Cola promoters handing out the Love can.
Advertising column along the CSD route in Berlin.
One of the booths along the Berlin CSD route.
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