Cannes Lions

Would you still love me if I were gay?

JANDL, Bratislava / ABSOLUT VODKA / 2021

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Overview

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Overview

Background

SITUATION:

Slovakia is extremely intolerant when it comes to LGBT rights, not recognizing same-sex marriage or civil unions. Moreover, when an LGBT member comes out, is ridiculed, judged, even physically attacked. Thus, many young LGBT Slovaks choose Not to Come Out.

OBJECTIVES:

ABSOLUT is the first major brand to address equal love in Slovakia. The main objective is to break the Slovak taboos around LGBT constructively and positively, not polarizing. And make the LGBT community see and feel the support of the hetero demographic.

Idea

ABSOLUT launched a social media initiative to support equal love by completely flipping the script. The brand dared the hetero demographic to experience the Emotions and Fears of Coming Out.

Popular Slovak influencers joined the challenge to publicly ask their parents, siblings, and friends a simple question – Would You Still Love Me If I Were Gay?

Strategy

How to promote Equal Love in a country that LGBT members are afraid to come out? We obviously could not use testimonials of LGBT members. This situation gave us great insight and strategy: What if we dare the hetero demographic to experience the Fears and Emotions of Coming Out.

At the same time, it was a risky move, because we could not, and actually didn't want to control/script the outcome. So we went for it to see 1. If our audience and influencers have the courage to join the challenge 2. If the outcome is the one we predict, mostly positive and heartfelt.

Execution

On Absolut Social media we created content that dared the hetero demographic to "Come Out" by publicly asking their family members - Would you still love me if I were gay?

4 popular Slovak influencers joined the challenge and asked the question live on Instagram, no directions from the brand, no scripted messages, or reactions.

Outcome

80% positive reactions

300% engagement

A total of 70 000 minutes watched

750 000 Reach

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2022, ABSOLUT VODKA

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