| Titre | New Definition of Love |
| Brief | In the Dictionary of the Contemporary Slovak Language, the definition of love is not only uncontemporary but also discriminatory against the LGBTQ+ community. The dictionary defines love as affection ONLY for the opposite sex.Absolut believes that true love is not exclusive or limited, so the brand partnered with LGBTQ+ influencers to challenge Slovakia to update its definition of love to be more inclusive and contemporary. |
| Agence |
Jandl
|
| Campagne |
New Definition of Love
|
| Annonceur |
Pernod Ricard
|
| Marque |
ABSOLUT
|
| Date de première diffusion/publication |
2022 / 2
|
| Secteur d'activité | Institutions / Interêt Public / Associations à but non lucratif
|
| Synopsis | Context: In the Dictionary of the Contemporary Slovak Language, the definition of love is not only uncontemporary but also discriminatory against the LGBTQ+ community. The dictionary defines love as affection ONLY for the opposite sex.Idea: Absolut believes that true love is not exclusive or limited, which is why the brand partnered with LGBTQ+ influencers to challenge Slovakia to update its definition of love to be more inclusive and contemporary.Results: The initiative gathered over 13 million impressions, thousands of comments, and signatures and was covered by national media. But the BEST result was that The Linguistics Institute of the Slovak Academy of Sciences noticed the initiative, which officially changed the definition of love in Slovakia to be inclusive and contemporary. |
| Type de média |
Etude de cas
|
| Responsable de la création |
Bernd Fliesser
|
| Directeur de création |
Alex Strimbeanu
|
| Concepteur / rédacteur |
Jakub Jurica
|
| Stratégie |
Ivana Lužinová Váleková
|
| Stratégie |
Patrícia Reichlová
|
| Responsable de budget agence |
Jakub Kováč
|
| Responsable de budget agence |
Kristián Ondriš
|
| RP |
Alexandra Gallisová
|
| RP |
Tatiana Kubišová
|
| Directeur artistique |
Lucia Repová
|
| Social Media Specialist |
Soňa Časárová
|
| Maison de production |
KIMONO Production
|