Art Direction, Digital, Idea Making

2017 Young Lions

Category Cyber

The brief for Young Lions, category cyber was to create a digital campaign using a minimum of 3 social media platforms for the client Prague Pride. Our task was to target a demographic of Czech people over 30 who live outside of major cities and aren’t yet decided whether or not they approve of Gay Marriage, as it is not yet legal in the Czech Republic.

We tackled the brief using online videos of a man and women reading love letters to each other, after which the user would be asked if they think the couple would have a successful marriage. Later revealing that the letters were actually written by a gay couple. Therefore people would be judging the relationship based on the relationship itself, instead of succumbing to biases against the people in the relationship.