2018 Brand Experience & Activation


Product/ServiceGAY AID AGENCY
Category A13. Not-for-profit / Charity / Governemt
Entrant TBWA\GERMANY Düsseldorf, GERMANY
Idea Creation TBWA\GERMANY Düsseldorf, GERMANY
Media Placement OMD Zürich, SWITZERLAND
Production TBWA\GERMANY Düsseldorf, GERMANY
Name Company Position
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“.


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.