“Kiss Cams” are a tradition of American sports. But they’re also known for featuring “traditional” notions of love: mainly showcasing straight, same race relationships.

At the 2017 NFL Pro Bowl in Orlando, we partnered with the NFL to turn their Kiss Cam into the Love Cam. Instead of featuring traditional types of couples kissing on the big screen, the Love Cam showcased love in all its forms.

On Valentine’s Day, we released our film of the stunt online – causing millions to rethink their internal bias and notions of what love looks like in America.

The Love Cam began as a live stunt at the 2017 NFL Pro Bowl in Orlando, one of America’s biggest sporting events.

60,000 live fans turned into millions, with a film of the stunt that we released online for Valentine’s Day.

- Over 42 million combined views

- Over 1.5 million shares

- Over 550+ million earned media impressions

Our message of love quickly spread through culture, starting a conversation about bias, and what love looks like in America. So much so, that we are rolling out Love Cam partnerships with every major sports league in America (NFL, NBA, NHL, MLS) to transform their Kiss Cams into Love Cams. Meaning, we didn’t just insert our message into culture, we changed culture.

By partnering with the NFL (known for having more traditional and conservative fans), we were able to appeal to both right and left winged media and viewers: with our message of love being a featured story by the likes of Fox TV and Breitbart News Network, all the way to the New York Times, USA Today, Huffington Post and even Ellen DeGeneres.

- 86% of site visits were new visitors