NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Kiss The Kremlin

basics
Industry: Internet sites & Services
Media:Cyber
Market:Brazil
Style: Minimalism
descriptioncnen
Strategy

We took advantage of an existing Instagram feature — the “Add Location” tool —and used it as a new media to hold virtual protests in places where such protests are prohibited, all without putting people at risk. The ease of participation and appeal of the problem engaged the public to participate en masse in this action. Despite homophobia in Russia being a local problem, the LGBTQ population should act globally to make sure that what is happening in Russia does not spread to other countries. As such, Instagram and its 700 million monthly users around the world were essential to our action.
Relevancy

We took advantage of an existing Instagram feature — the “Add Location” tool —and used it as a new media to hold virtual protests in places where such protests are prohibited, all without putting people at risk. With this new way of thinking, people around the world were able to show their support for the LGBTQ population in Russia, and each spread the message to their own followers.
Synopsis

In Russia, LGBTQ protestors are punished with prison and violence. The gay parade was banned for 100 years. Recently, 18 people were arrested for protesting against concentration camps for homosexuals in Chechnya, and the government censored the “Gay Putin” meme. Given all this, the LGBTQ population around the world needed to protest. But how would they do so in a place where LGBTQ protests put people physically at risk?
Outcome

Despite the low budget, the idea spread quickly, and thousands of people from 68 different countries participated in the protest. Overall, the photos impacted more than 58 million people on Instagram. News of the global kiss-in also spread throughout various media outlets, totaling more than US$ 13.2 million dollars in spontaneous media. The campaign even caught United Nation’s attention, in a speech about LGBTQ rights by Marcus Vinicius Ribeiro, principal for the Americas at Prisa. This was more than just a timely action, it also created a new tool for cyber-activism. Now, any cause, anywhere in the world, can use Instagram to protest safely, even where freedom of expression is restricted.
CampaignDescription

We invited people to post photos of kisses, tag the photos’ location as the Kremlin in Moscow, and use the hashtag #kiss4LGBTQrights. Doing so, we transformed Instagram’s “Add Location” feature into a new media for cyber-activism.
Execution

To raise awareness among our target audience, we created a video that was published on Ssex Bbox’s social media platforms. The video showed the current situation facing Russia’s LGBTQ population. At the end of the video, people were invited to participate in the action using the hashtag #kiss4LGBTQrights. In addition to the video, we counted on LGBTQ influencers, activists, and celebrities from many different countries to share the project with their followers.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Other credit:Entrant Company: DM9DDB, São Paulo, Brazil
Media Agency: DM9DDB, São Paulo, BRAZIL
PR Agency: ELLO AGENCY, Rio De Janeiro, BRAZIL
Additional Company: PANELA, SÃO PAULO, BRAZIL
Creative Chairman, Nizan Guanaes, DM9DDB
Digital Chief Creative Officer, Eduardo Battiston, DM9DDB
Agency Producer, Pedro Bueno, Rodrigo Luchini, DM9DDB
VP of Client Service, Marcelo Passos, DM9DDB
Operations Director, Luciana Leal, DM9DDB
Motion Designer, Leonardo Nichida, DM9DDB
Public Realtions, Andrea Nascimento, DM9DDB
Social Media - PR, Thaís Chaves, DM9DDB
CEO, Priscilla Bertucci, Júlia Rosemberg, Ssex Bbox
PR Director, Paula Bezerra de Mello, Ello Agency
Composer, Daniela Galli, Filipe Trielli, Panela
Sound Design Arrangement, David Mazzuca, João Janjão Vasconcelos, Panela
Sound Studio, Jonathas, Joba, Matias Vellutini, Chandra Lima, Panela
Convergence Director, Joca Guanaes, DM9DDB
Digital Producer, Fernando Tosta, DM9DDB
awards
The One Show 2018
Bronze Pencil Direct Marketing
Digital / Social Media & Viral Marketing - Campaign
The One Show 2018
Merit Social Media
Social Engagement / User-Generated Content
Cannes Lions International Festival of Creativity 2017
Silver Mobile
Real-time Response
Cannes Lions International Festival of Creativity 2017
Silver Mobile
Social Purpose
Cannes Lions International Festival of Creativity 2017
Silver PR
Social Community Building / Management
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
Co-Creation & User Generated Content
Cannes Lions International Festival of Creativity 2017
Bronze PR
Real-time Response
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Social Platforms
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Integrated Campaign
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Real-time Response
Latest Updated
Loading...
Sponsor