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DEI+ Campaign Spotlight: R/GA "Gentle Giant"

 DEI+ Campaign Spotlight: R/GA "Gentle Giant"
Honoka Miyata

Welcome to the DEI+ Campaign Spotlight, where we highlight various campaigns that embed DEI strategies into their marketing plans. By sharing these ideas and sparking a conversation around DEI, our society can continue to both learn and unlearn our ever-changing consumer trends.  

In our previous DEI Campaign Spotlight we dove into Mastercard’s Where to Settle project, specifically its online platform that was created in response to the needs arising from the outbreak of war in Ukraine. Mastercard’s commitment to responsible data usage and the platform's user-friendly, inclusive approach demonstrated the brand's commitment to social good and positive impact.

This Week's Campaign Highlight: R/GA "Gentle Giant" Short Film

This week we’re moving our spotlight onto the Love Lives On short film series. Consisting of an anthem film entitled Gentle Giant and three PSAs, Love Lives On shows that being an ally of marginalized community members and responding to acts of hate, bias, and discrimination with intentional acts of love and support encourages love to “live on.” This message is an important and timely one, arriving at a time when over half (55%) of adults view the state of race relations in the United States as bad.

The series was created in a pro-bono collaborative effort between The Ad Council and R/GA, who teamed up as part of the continuing Love Has No Labels campaign. The anthem film Gentle Giant was first released during the Cannes Lions International Festival of Creativity and later went on to be a finalist in the marketing category of the Fast Company’s Innovation by Design Awards, which honors the most creative advertising campaigns. The series was produced by a diverse creative team led by Shannon Washington, SVP, executive creative director at R/GA. 

"This new campaign is just part of a fantastic, long-standing creative partnership we've had with the Ad Council to continuously highlight and bring awareness to issues plaguing our society today. From George Floyd to the Pulse Nightclub shooting, we are proud to have developed four heart-wrenching films that not only highlight the history and impact of those events, but was also created by those that identify within the BIPOC, LGBTQIA+, and AAPI communities to ensure that authenticity lies at the forefront throughout this campaign. After the last 8 successful years of Love Has No Labels, we're also incredibly honored to know that these new PSAs have been crafted out of our ever-evolving mission to address bias, hate, and discrimination. We're also so proud that Bridgett Floyd's story will launch on streaming platform Hulu, ensuring that all audiences, regardless of whether they identify with the affected communities or not, will be reached with our impactful message.” - Shannon Washington, SVP Head of Creative, R/GA.

Directed by Andre Muir of production house SMUGGLER, Gentle Giant tells the story of Bridgett Floyd, sister of George Perry Floyd Jr., whose murder by Minneapolis police made global headlines and propelled the Black Lives Matter movement and the fight against racial injustice into the forefront of everyone’s minds. Reflecting the powerful bond between Bridgett and George, the film highlights the love and warmth that her brother brought to his family and the people around him, as well as how she channeled the pain of his death into purpose through the establishment of the George Floyd Memorial Foundation

The Key to a Successful Campaign: Amplifying Voices of Marginalized Communities Through the Power of Humanity 

The reason why this campaign was able to reach and touch the hearts of many is twofold: one, because of the intentional storytelling from the creative team, and two, because the storytelling was centralized through the power of humanity. Although George Floyd’s life was taken away by a tragic act of violence and injustice, his legacy is able to live on through each of us whenever we learn, educate, and fight for racial justice. 

"In the face of hate and tragedy, it is love that leads to inspired actions that live on, driving the biggest changes in our society. As Bridgett, Maddy and Barbara show us in their stories, we all have the power to make a difference when we choose to act. We're so honored that they trusted us to share their experiences – together, we will empower the public to take meaningful actions that create a more accepting and inclusive world" - Lisa Sherman, President & CEO of the Ad Council

Gentle Giant amplifies the voice of George Floyd’s sister and honors his legacy, all while shedding light on the importance of educating ourselves as we work towards achieving a future absent of racial discrimination and injustice; a future where people from all walks of life feel safe, welcomed, and belonged. These topics are never easy and can be especially uncomfortable at times, but by getting people to reckon with and embrace their discomfort, Love Lives On encourages its viewers to make systemic changes happen.

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