Ad Council

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Love has no labels campaign

 

Love Has No Labels is the Ad Council’s trail-blazing campaign promoting diversity and inclusion. The campaign featured an unprecedented group of iconic brand partners, including the Coca-Cola Company, PepsiCo, P&G, Unilever and State Farm. Since the initial video debuted exclusively by Upworthy, it received over 160 million organic views, making it the second most watched video of 2015, the second most viral video on Facebook and the Ad Council’s number one campaign.   

Goal

As Upworthy’s creative partner, Green Buzz Agency was chosen to compose a new video that would honor the one year anniversary of the campaign’s launch alongside the extraordinary progress in the United States over the year. Our challenge was to tactfully reignite the campaign, and generate momentum for continued examination of biases on a massive social scale.

Strategy

Research and Development

 

Our team took an in-depth look at gripping milestones from the year, which included legalization of same sex marriage, transgender awareness, the first female Army Rangers and more. From there, we built a script infrastructure from scratch and worked with news networks, creative commons and small, independent creators to source all the footage and media assets for the video on a pro bono basis.

 

On­-location shoot in Los Angeles

 

We brought together the original video’s participants to reflect on their experience with the campaign, and the cultural shift that took place over the course of the year. We also got award-winning actress Jane Lynch to narrate the film.

 

In-house post-production

 

Our team of editors expertly blended three sets of footage which included assets from the original campaign, NYC Pride and new footage from our LA shoot, which captured the momentum and energy of America’s shift to be more inclusive.

 

Valentine’s Day Debut

 

We kicked off the anniversary activation on Valentine’s Day to celebrate love in all forms. The video calls on viewers to share their own stories with #lovehasnolabels to further drive awareness. Brand partners such as the Coca-Cola Company, PepsiCo, P&G, Unilever and State Farm joined the Valentine’s Day celebration by sharing our video on their social channels.

Results

The video contributed to increased use of #lovehasnolabels which has been used over 30,000 times and generated over 110 million potential impressions.

Within the first few weeks of release

1.7 million

views

20,000

shares

24,000

likes

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