Love Lives On
Love Lives On
Client: Ad Council / Love Has No Labels (LHNL)
Agency: R/GA NY
Highlights: Campaign Film Steaming on Hulu | 2x Bronze Cannes Lions | 4x Cannes Lions Shortlists | Anthem Awards Gold | One Show Bronze | Webby Awards Winner in Branded Entertainment, Diversity, Equity & Inclusion | Clios 1x Silver, 1x Bronze | One Screen Awards, 3x Shortlist, won for Casting | LIA 4x Bronze | Anthem Awards Gold | Fast Company Innovation by Design Awards, Marketing, Finalist | Ad Age Creativity Pick of The Day
LHNL harnesses the power of storytelling with PSA to inspire action amongst America’s ‘Movable Middle’.
LHNL spent seven years showing America how and where bias shows up. But, in 2022, America needed a campaign that went beyond awareness and instead drive action against bias and discrimination. So, we moved away from facts, and tapped into the persuasive power of storytelling, to inspire ‘acts of love’.
The Campaign, Love Lives On, was led by a short film, ‘The Gentle Giant’, which portrayed the untold relationship between Bridgett and George Floyd, brother and sister, that was revealed in the film by Bridgett herself. The film was hosted and promoted by Hulu to its 45.6 million subscribers.
The Gentle Giant (Short Film)
Docu Shorts
These shorts grow the campaign narrative, showing how individuals acted with love following instances of hate and injustice. Each like the short film was developed in close collaboration with Bridgett Floyd, Maddy Park, who created Cafe Maddy Cab to fund taxi rides to get AAPI LGBTQ+ people, women and elderly people home safely amid a rising tide of anti-Asian harassment; and Barbara Poma, the owner of Pulse nightclub.
