2016-2017 戛纳狮 - 促销类  - B02组 入围奖 无论你爱谁，大胆爱你所爱。这是每个人应有的权利。   LOVE CAM THE AD COUNCIL | R/GA | 2017Promo And Activation - B02 Use of Ambient Media: Large Scale Outcome - Over 42 million combined views - Over 1.5 million shares- Over 550+ million earned media impressionsOur message of love quickly spread through culture, starting a conversation about bias, and what love looks like in America. So much so, that we are rolling out Love Cam partnerships with every major sports league in America (NFL, NBA, NHL, MLS) to transform their Kiss Cams into Love Cams. Meaning, we didn’t just insert our message into culture, we changed culture.By partnering with the NFL (known for having more traditional and conservative fans), we were able to appeal to both right and left winged media and viewers: with our message of love being a featured story by the likes of Fox TV and Breitbart News Network, all the way to the New York Times, USA Today, Huffington Post and even Ellen DeGeneres. - 86% of site visits were new visitors   Strategy This was a live activation at the 2017 NFL Pro Bowl). In previous years, the Love Has No Labels campaign has impacted culture through films that teach people to rethink their own internal bias.This year, the goal was to actually have an effect on culture: specifically a cultural icon that unknowingly enhances people’s own internal bias.Fans of the NFL are widely known for being less progressive than other major league sports fans. So we knew that by partnering with the NFL, we would create a powerful message for inclusion.By using the Love Cam to frame up what viewers assumed was a couple, and then reframing to find less expected types of love, we forced people to come face to face with their internal bias.At every touch point, a CTA drove viewers to rethink their bias through a simple online quiz that was designed by Ha