We are all people

Campaign idea

How to make the campaign with probably the worst results in Lithuania? Just support pride march, apparently. ŽMONĖS (eng. PEOPLE) magazine invited brands to create ads for special issue celebrating universal love right before Baltic Pride. Only 9 of over 50 brands joined in and for the first time ever in Baltic states (Lithuania, Latvia, Estonia) brands vocally supported LGBTQ community. This immediately resulted in social media backlash, 200% increase in unfollowing and even a call to boycott brands. But later it turned in the best-selling issue in years and the biggest Baltic Pride march since it’s begging.

Brand name: Žmonės magazine
Advertiser / client: UAB Media bitės
Product / service: Magazine
Campaign name: We are all people
Agency network: MCCANN WORLDGROUP
Agency: McCann Vilnius
Creative director: Mantas Velykis
Art director: Marius Kneipferavičius
Copywriter: Mantas Velykis
Designer: Lina Narutavičiūtė
Client account director: Gabrielė Burbienė
Strategic planner / strategist: Tomas Bartninkas