We (don't) speak PC

Creative idea

How to launch our new LGBTQ-themed series if the topic is banned from advertising due to the current laws in Hungary? We found the best way: we censored ourselves, before they censored us. We didn’t express what we are not allowed to say, we only highlighted that we would say something if we could. So, we described the series and our not billboard-friendly characters without saying anything about them. And yet we said everything.

Brand name: RTL - Big White Chief
Advertiser / client: RTL Hungary
Product / service: TV series
Campaign name: We (don't) speak PC
Agency network: ICOM
Agency: Artificial Group, Budapest
Creative director: Vera Länger
Art director: Mátyás Kóbor
Copywriter: Liliána Nemes
Designer: Sándor Szalay
Account director (agency): Bence Tóth A.
Additional company: Marketing és Communication Director: Zoltán Szabó Marketing Strategy: Balázs Rényi Marketing and Communication Campaign Lead: Dóra Nikolits Marketing and Communication Manager: Eszter Solymosi Marketing coordinator: Dorottya Seres-Nyeste Communication coordinator: Attila Lukács