ABSOLUT - "New Definition of Love"

Jandl

Jandl Bratislava, Slovacchia

Premi

188

Questo spot fa parte della collezione ACT Responsible

Marca: ABSOLUT
Paese: Slovacchia

Cliente: Pernod Ricard

Titolo	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.
Agenzia	Jandl
Campagna	New Definition of Love
Cliente	Pernod Ricard
Marca	ABSOLUT
Data di Prima Diffusione/Publicazione	2022 / 2
Settore	Enti/Istituzioni/Organizzazioni no-profit
Trama	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.
Tipo di Media	Case Study
Chief Creative Officer	Bernd Fliesser
Creative Director	Alex Strimbeanu
Copywriter	Jakub Jurica
Strategist	Ivana Lužinová Váleková
Strategist	Patrícia Reichlová
Account Manager	Jakub Kováč
Account Manager	Kristián Ondriš
PR	Alexandra Gallisová
PR	Tatiana Kubišová
Art Director	Lucia Repová
Social Media Specialist	Soňa Časárová
Casa di Produzione	KIMONO Production