Commas for Acceptance

Creative idea

The Hungarian government is systematically marginalising the country's LGBTQI community, one law after another. But the provisions are rushed and therefore the wording is immature. On this occasion, a comma error made the law unenforceable. In collaboration with Háttér Társaság, Hungary's largest and oldest currently operating LGBTQI NGO, we transformed a comma error into a symbol of acceptance. We adapted a famous quote from a Hungarian theatre masterpiece. The unpunctuated sentence carries great weight in the story. In our case, it rhymes with the comma scandal, where a comma accidentally placed in the 'wrong' place temporarily saved the LGBTQI community.

Brand name: Háttér Társaság
Advertiser / client: Háttér Társaság
Product / service: Háttér Társaság
Campaign name: Commas for Acceptance
Agency network: Dentsu International
Agency: Dentsu Creative Hungary, Budapest
Chief creative officer: Szonja Németh
Creative director: Zsófia Erdei
Designer: Dávid Berecz
Additional company: Adél Krasznai (Senior Account Manager) András Papp (Senior Art Director) Rita Alberti (freelancer)