| Title | WE ARE ALL PEOPLE |
| Brand | UAB MEDIA BITES |
| Product/Service | ŽMONES MAGAZINE |
| Category |
D04. Social Behaviour & Cultural Insight |
|
Entrant
|
McCANN VILNIUS, LITHUANIA
|
|
Idea Creation
|
McCANN VILNIUS, LITHUANIA
|
|
PR
|
McCANN VILNIUS, LITHUANIA
|
Credits
| Mantas Velykis |
McCann Vilnius |
Creative Director |
| Marius Kneipferavicius |
McCann Vilnius |
Art Director |
| Lina Barbora Narutaviciute |
McCann Vilnius |
Designer |
| Tomas Bartninkas |
McCann Vilnius |
Planner |
| Gabriele Burbiene |
Media bites |
Marketing Manager |
Cultural / Context information for the jury
Lithuania is one of the most homophobic countries in Europe. Every three years Baltic Pride march is organised in Vilnius, Lithuanian capital. In 2019 pride march in Vilnius was organised only for the 4th time. Even though acceptance for LGBTQ+ community is growing it still doesn’t have public support by general public, politicians and private companies.
Magazine ŽMONĖS (eng. People) was a great platform to do the campaign as its slogan is “We are all people”. It also is the biggest weekly in the country, so support by the magazine became a great reason for brands to join us.
Also Lithuanians appreciate unity as it helped them to break free from soviet union. So brands losing their identity and standing united for one cause became very appealing for wider audiences.
Translation. Provide a full English translation of any text.
All the copy used for ads was mix of a brand slogan and magazine slogan "We are all people".
IKEA
We all strive for beauty in everyday life because we are all people.
SWEDBANK (biggest bank in Lithuania, which symbol is oak tree)
We all grow faster with support, because we are all people.
TELIA (biggest telco in Lithuania)
We all want to share our lives because we are all people.
GO (biggest non-alcoholic beer brand, owned by Carlsberg group)
We all look for fresh moments because we are all people.
Ecodenta (Lithuanian toothpaste producer)
Smile fits us all because we are all people.
Red Bull
Sometimes we all need some wings, because we are all people.
Vilnius University
We all grow when we learn because we are all people.
MO (museum of modern art)
We all can create because we are all people.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
Campaign was inspired by various data, that Lithuanians are one of the most homophobic in Europe. And right before Baltic Pride march in Vilnius this didn’t sound as a great news. Publicly supporting LGBTQ+ community is still considered “risky” so people support march in less obvious ways like donations or profile picture frame on social media. Coming out or supporting this community is still considered shameful. But you can’t hurt the company. So, we decided to invite brands to support Baltic Pride. This was done for the first time in all three Baltic states (Lithuania, Latvia, Estonia).