| Title | KISSING BILLS |
| Brand | PINK CROSS |
| Product/Service | GAY AID AGENCY |
| Category |
A13. Not-for-profit / Charity / Governemt |
|
Entrant
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TBWA\GERMANY Düsseldorf, GERMANY
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|
Idea Creation
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TBWA\GERMANY Düsseldorf, GERMANY
|
|
Media Placement
|
OMD Zürich, SWITZERLAND
|
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Production
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TBWA\GERMANY Düsseldorf, GERMANY
|
Credits
| Christian Mommertz |
TBWA Düsseldorf GmbH Werbeagentur |
CCO TBWA |
| Michael Manke |
TBWA Düsseldorf GmbH Werbeagentur |
Creative Director Copy |
| Frank Olma |
TBWA Düsseldorf GmbH Werbeagentur |
Creative Director Art |
| Lothar Schieberle |
TBWA Düsseldorf GmbH Werbeagentur |
Creative Director Art |
| Robert Eikelpoth |
Studio Robert Eikelpoth |
Photographer |
| Daniel Brydarski |
Studio Robert Eikelpoth |
Photographer |
| Tom Stein |
Zerone |
Digital Artist |
| Aleksandra Krasteva |
TBWA Düsseldorf |
Junior Art Director |
| Evgeniya Marukhina |
TBWA Düsseldorf |
Junior Art Director |
| NIls Dziurdzia |
TBWA Düsseldorf |
Junior TV Producer |
| Sebastian Behrens |
TBWA Düsseldorf |
Account Director |
| René Schegg |
Pink Cross |
CEO |
| Roman Heggli |
Pink Cross |
CEO |
Why is this work relevant for Brand Experience & Activation ?
In its 25th year Switzerland’s largest gay association PINK CROSS supports gay marriage. But: as a non-profit-organisation it is depending on donations.
Time for a fundraising activation that raises awareness and the required monetary resources to achieve a political goal like this.
„The Kissing Bills“.
Background
14 European countries allow gay marriage. Not included: Switzerland.
That’s why PINK Cross, Switzerland’s largest gay association, feels in charge
to change this anachronism. Fighting for same sex marriage - but also for the required monetary resources to achieve a political goal like this.
Describe the creative idea
On occasion of its 25th anniversary PINK Cross designed a special series of its credit card. A limited edition, accepted worldwide, to support gay marriage in Switzerland. From wherever you are. Simply by its card-fees.
Describe the strategy
The target audience: The entire Swiss public.
As we knew that Switzerland's LGBT percentage is large with 5-10%,
and 70% of the swiss population are in favour of gay marriage,
our mission was clear to roll out the campaign where noone could miss it.
By double spread page ads in the „Blick“ one of Switzerland's most important daily publications, by OOH posters in Switzerlands main cities, Zürich and Bern,
in social media and for a long-term support by a limited edition of credit cards.
Above all: The concept was supposed to stand out to gain additional earned media effects.
Describe the execution
Each PINK CROSS VISA card motiv showed two international banknotes folded
and photographed in a way that its portraits kiss each other and got paired into a same-sex couple. 8 unexpected motifs created out of 16 bills. Proving that money will bring together what chooses to stay together - regardless of race, culture and above all: sexual orientation.
The use of international currencies thereby is a reference to the worldwide acceptance of the payment by credit card, which stands in contrast to the
Swiss government still refusing the right for gay marriage.
List the results
Although gay-marriage is still forbidden in Switzerland, PINK CROSS is now confident to change this even in 2018. Donations are already increasing
by 27%. And the limited credit card edition was extended into a country-wide print and poster campaign.