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Edward Grann
Edward Grann
Producteur exécutif at M ss ng P eces
New York, Etats-Unis
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TitreLove Has No Labels
Agence
Campagne Love Has No Labels
Annonceur Ad Council
Marque Love Has No Labels
Mise en ligneMars 2015
Secteur d'activité Lutte contre l'exclusion et la discrimination
Synopsis According to the Perception Institute, even the most open-minded people have implicit bias built in through society stereotypes, even if they don’t consciously act on it. But addressing this is near impossible when these same people don’t acknowledge they’re affected by it. To address this, an online video was shared featuring a large x-ray installation that displayed skeletons kissing, hugging and dancing. The viewers mentally filled in the blanks. When unexpected pairs stepped out from behind the screen, it created a simple demonstration of their implicit bias.
Résultat The video immediately went viral (40 million views in two days). It recently hit 110 million combined views (YouTube+Facebook), becoming the fastest spreading campaign ever and 2nd most viewed and shared PSA in history after just 3 weeks. Over 1.5 billion media impressions in 3 months. Numerous celebrities shared the campaign including the First Lady of the United States, Michelle Obama. Selected as one of the top ten highlights of 10 Years of YouTube.
The Ambient Advert titled Love has no labels was done by R/GA New York advertising agency for brand: Ad Council in United States. It was released in the Mar 2015.
Type de média Film Web
Longueur
Montage
Maison de production Persuade Content
Directeur de la création
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Directeur Général
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Responsable de budget agence
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Responsable de la production
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Producteur, maison de production
Producteur exécutif
Producteur exécutif
Mixer
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