2018 Brand Experience & Activation


Product/ServiceGAY AID AGENCY
Category B04. Use of Print or Outdoor
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


14 European countries allow gay marriage. Not included: Switzerland. In its 25th year, Switzerland’s largest gay association PINK CROSS does not only fight for same sex marriage - but also for the required monetary resources to achieve a political goal like this. The brief was to create a holistic campaign that has the power to generate donations and awareness. And above that due to publicity builds up pressure towards the government. All for their cause of finally legalizing gay marriage in Switzerland

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

Gay marriage in Switzerland still is forbidden. But: The pressure on the government grows: 70% of the swiss population are in favour of gay marriage. Switzerland's LGBT percentage is large with 5-10%. Austria and Germany had legalized gay marriage recently. But social momentum needs to be channelled into organized political activism. That's why PINK CROSS' campaign was the perfect tool at the perfect time to generate resources in a highly sensitive cultural context.

Describe the creative idea

Kissing Bills – a donation campaign that proves that money will bring together what chooses to stay together, regardless of race, culture and above all: sexual orientation. Simply by folding a series of two bills in a way that their portraits transform into kissing same-sex couples. All for a clear call to suppport gay marriage.

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

16 bills got folded and photographed in a way that its portraits got paired into happy kissing same-sex couples. A donation campaign to support gay marriage. Minimalistic, compelling art direction just by looking closely. The campaign was rolled out in January 2018 on occasion of PINK CROSS' 25th anniversary. The print kick-off was the double-paged print flight in "BLICK", one of Switzerland's most important daily publications. Making use of the double spread page to let the faces meet where facing pages meet. Accompanied by OOH to rise awareness by creating cultural tensions in the main cities. By social media and promotions to serve the cultural calender on relevant themes. And for the monetary support beyond donations: by a limited edition of Pink Cross’ credit card to support gay marriage by donating 1% of the card fees worldwide.

Describe the results/impact

Gay-marriage still is forbidden in Switzerland but PINK CROSS is confident now to change this even in 2018. And donations are already increasing by 27%.