Category C03. Real-time Response
Entrant STV DDB Milan, ITALY
Idea Creation STV DDB Milan, ITALY
Production KAREN FILM Milan, ITALY
Name Company Position
Luca Cortesini DDB Group Italy Executive Creative Director
Gabriele Caeti DDB Group Italy Executive Creative Director
Salvatore Zanfrisco DDB Group Italy Creative Director
Stefano Guidi DDB Group Italy Crearive Director
Daniele Baglioni DDB Group Italy Arto Director
Mauro Valsecchi DDB Group Italy Art Director
Gianluca Nucaro DDB Group Italy Copywriter
Giacomo Ghezzo DDB Group Italy Copywriter
Barbara Damonte DDB Group Italy Account Director
Pasquale Pinto DDB Group Italy Social Media Manager

Why is this work relevant for Direct?

The campaign support the LGBT+ community and take a stand against the haters we just said one thing to them: thank you. During Milan Pride Week bullies and homophobes unintentionally became supporters of the cause thanks to “Protect The Love”, the first online insurance for LGBT+ Pride. During Pride Day in Milan we turned every hateful comment we intercepted on social networks into donations towards projects that support LGBT+ people.


Unlike many countries in Europe, there are no laws in Italy that protect LGBT+ people from homophobic insults. Those entrusted to protect them do nothing but foment public contempt and all of this hate gets poured into social networks with painful frequency. But while we wait for better laws, there are those who’ve made a small gesture of support.

Describe the creative idea (30% of vote)

Zurich Connect, one of Europe’s leading insurance companies, transformed this hate into support with Protect The Love: the first online insurance that protects LBGT+ pride.

Describe the strategy (20% of vote)

• We captured real time data to discover the negative sentiment about LGBT+ pride and where haters were commenting more. • Target audience (Zurich Connect followers, people potentially interested in insurance product, online news media) • We applied a data driven approach to understand where concentrate the brand activation. • Call to action: “The more they hated, the more they donated”

Describe the execution (20% of vote)

During Milan Pride, for every offensive comment found on social networks, Zurich Connect donated €1 to Arcigay Milan to support projects that champion the LGBT+ community. Before this, haters had never been so useful: the more they hated, the more they donated.

List the results (30% of vote)

The campaign gathered a lot of steam in the country and abroad, with a huge success for the brand that increase its reputation by 3% and collecting 2M Total Reach and 125K of positive reactions, with zero media spending.