ABSOLUT - "New Definition of Love"

Jandl

Jandl Bratislava, Slowakei

Awards

187

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: ABSOLUT
Länder: Slowakei

Werbende: Pernod Ricard

Titel	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.
Agentur	Jandl
Kampagne	New Definition of Love
Werbende	Pernod Ricard
Marke	ABSOLUT
Datum der ersten Ausstrahlung/Veröffentlichung	2022 / 2
Geschäftsbereich	Gemeinnützige Organisationen
Story	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.
Medientyp	Case Study
Chief Creative Officer	Bernd Fliesser
Creative Director	Alex Strimbeanu
Texter	Jakub Jurica
Strategist	Ivana Lužinová Váleková
Strategist	Patrícia Reichlová
Kundenbetreuer	Jakub Kováč
Kundenbetreuer	Kristián Ondriš
PR	Alexandra Gallisová
PR	Tatiana Kubišová
Art Director	Lucia Repová
Social Media Spezialist	Soňa Časárová
Produktionsfirma	KIMONO Production