Multicultural & Lifestyle Segments
Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group (e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc).
All blood is not created equal. That is the message gay and bisexual men receive when they are turned away from donating blood. Because today, gay men are still banned from donating blood. There is no such thing as "gay blood" and treating it as something inferior cannot be accepted. Blood Equality was born to fight for a policy based on science, not stigma. The goal: to spark meaningful dialogue with the Food & Drug Administration (FDA) to accelerate the process towards a less discriminatory policy.
- Brand: Gay Mens Health Crisis (GMHC)
- Client: Gay Men's Health Crisis (GMHC)
- Agency: FCB Health
Following a contentious ruling in favor of same-sex marriage in 2015, a brand took a stand. Doritos came out to support the LGBT community and raise awareness about suicide among LGBT teens. The Doritos Rainbows initiative took a hands-on approach to LGBT support. It didn't "make a cause" online; it made a product. It didn't cut a check; it donated its products to supporters of young people struggling against anti-gay bullying. And on the basis of PR impressions generated, it was the largest stand-alone product launch in Frito-Lays history.
- Brand: Doritos
- Client: Frito-Lay North America, Inc.
- Agency: Goodby Silverstein & Partners
The X1 Language Choice campaign was the most successful in Xfinity/Comcasts 53-year history. Why? Because it communicated a deep understanding of what it means to be bilingual and demonstrated the unmatched commitment Xfinity had made to Hispanics. By framing a new feature as a metaphor for the ease and personal choice Bicultural Hispanics have when switching between languages, we set ourselves apart from the competition and elevated Language Choice to a personal experience that emotionally connected with our target.
- Brand: XFINITY
- Client: Comcast/XFINITY
- Agency: Gallegos United