Mercedes-Benz Canada is using the transformative power of art to show its support for the LGBTQ2 Community. A recently-unveiled mural sends a message of love and inclusivity to passers-by in Toronto, while the corresponding digital campaign takes a stand against abuse and hate speech on a national scale.“We wanted to take a stand and shine a light on the real effects of hate speech and homophobic/transphobic vandalism,” says Virginie Aubert, Vice President of Marketing at Mercedes-Benz Canada.BBDO Toronto, Mercedes-Benz Canada’s agency of record, developed the concept and commissioned Toronto-based queer artist Thomarya “Tee” Fergus to create a mural that was inspired by conversations with people from the LGBTQ2 community who have experienced hate speech, bullying and discrimination. Based on their stories, Fergus created a mural she hopes will encourage healing.The interviews and the process of creating the mural were captured for a short documentary. The five-minute documentary, Painted with Love, is part of a digital campaign that aims to show the real impact of hateful words and slurs by sharing the stories of those who have been affected by them.CreditsClient: Mercedes-BenzVP, Marketing: Virginie AubertManager, Marketing Communications: Nathalie GravelMarketing Campaign Lead: Lesley McLellandMarketing Campaign Specialist: Nicole von Donat
Agency: BBDO TorontoChief Creative Officers: Denise Rossetto / Todd MackieVP, Creative Director: Dan GaedeSenior Copywriter: Owen MilburnArt Director: Jinah LeeSenior Producer: Terry KavanaghVP, Group Account Director: Jennifer ChristenAccount Director: Blake ConnollyAccount Executive: Kristin MacriAccount Coordinator: Hannah ChafetzStrategist: Lily WangProduction: Revolver FilmsDirector: Mark BoneDOP: Christopher LewProducer: Rob AllanExecutive Producers: Luc Frappier / Richard CuretonPost House: Rooster Post ProductionEditor: Dave De CarloAssistant Editor: Mikaela BodinExecutive Producer: Melissa KahnOnline: Fort York VFXColour: Nice ShoesColourist: Rosalyn Di SistoMusic House: Grayson MatthewsAudio Director: Dave SorbaraExecutive Producer: Kelly McCluskeyMedia Agency: OMD