MANILA – Pride month may have just ended, but the fight for equal rights continues for the LGBT community in the Philippines and around the world.
Here are some campaigns that sell equality and acceptance as much as its brand’s products:
Philippines: ‘B/PROUD: A BENCH/ PRIDE MONTH SPECIAL’ for Bench
‘B/Proud’ is a four–part series on Bench’s blog that featured portraits and stories of “#100HappyGays” from various industries such as art, fashion, film, advertising, retail, and the academe–of course, styled in Bench clothing.
Australia: ‘GAYTMs’ by Whybin\TBWA for ANZ
Through ATMs bedecked in all kinds of colors and embellishments and dispensing rainbow-colored receipts that read “cash out and proud,” the campaign highlighted ANZ Bank’s support for the Australian LGBT community as principal partner of the Sydney Gay and Lesbian Mardi Gras.
USA: ‘Proud Whopper’ by David, Miami for Burger King
At San Francisco Pride, the fast food chain introduced a limited edition burger, which turned out to be just the same as a regular whopper, just wrapped in rainbow colors, preaching the message that despite outward differences, everyone is the same on the inside.
USA: ‘Safe in My Hands’ by Leo Burnett for Allstate Insurance
Using an oversized hand as a metaphor for being different, the ad tenderly illustrates the journey of a gay man–from being bullied as a child, excluded as an adult, to eventually meeting a man who is different like him, and then falling in love. The spot’s moving message highlight’s the insurance company’s support for LGBT families.
USA: ‘This is Wholesome’ by Droga5 for Honey Maid
By simply including a gay couple in its montage of happy families and using the tagline “This is Wholesome,” the ad drew a lot of backlash from anti-gay protesters who declared a boycott against the food brand. In a follow-up spot, the brand responded to the criticism by printing out negative comments and creating a paper sculpture that spelled out “love.”
Norway: ‘Airport Love’ by Schjærven Reklamebyrå for XXL
In this ad, a beautiful woman walks through an airport as athletes resort to all kinds of antics to catch her attention. The ad was released in the run up to the Sochi Olympics for sports brand XXL, a response to the LGBT discrimination in Russia.
Italy: ‘Salti Findus con coming out’ by Ammirati Puris Lintas for Findus
Showing a quick and painless coming out over a microwave dinner, the ad for the frozen foods brand is said to be the first gay-friendly spot in Italy. The ad was released less than a year after controversy rose when pasta brand Barilla’s chairman said that he would never put a gay couple in any of the brand’s ads.
