Best of 2015 No. 2 TV/Film: Skeletons in Love Help to Challenge Our Prejudices

Ad Council's 'Love Has No Labels' Campaign Is Backed by Coke, P&G, Pepsi and More Marketers

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Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

In February, the Ad Council brought together major competitor brands such as Coca-Cola and Pepsi, Procter & Gamble and Unilever and Allstate and State Farm to join in on its "Love Has No Labels" campaign, created out of R/GA. The effort aimed to educate people about "implicit biases," an unconscious prejudice average they might have against certain groups, such as people of color, the LGBT community, the disabled, the elderly and more.

At No. 2 in TV/Film, the point became startingly -- and heartwarmingly clear -- in a delightful film Ad Council and R/GA released the following month, showing how skeletons who loved each other turned out to be couples of the same sex, different ethnicities, mixed-race families, different religions, etc. The ad was a viral hit, whose idea later went on to form the framework of YouTube's 2015 Year in Review. Even after repeat viewings, the film is sure to make you shed more than a few tears.

Original Story:

In R/GA's latest work for the Ad Council's Love Has No Labels campaign, crowds of people watch the X-rays of skeletons being affectionate with each other without knowing who they are. When they step from behind the screen, they're same sex couples, mixed race couples, older couples and friends of different religions and races. Meanwhile captions appear on the screen beside them, such as "Love has no gender" or "Love has no race." The audience seems to love it; since this feel-good film was posted to Upworthy's Facebook page yesterday, it's had over 10 million views.

Backed by advertisers including Coca-Cola, Pepsi-Cola, Unilever and Procter & Gamble, the Ad Council campaign was created to challenge implicit biases, or unconscious prejudices the average person often has against specific groups of people.

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About

Credits
Date
Mar 02, 2015
Agency:
R/GA
Client:
Ad Council
Content Studio:
Persuade & Influence
Technology Director:
Mindride
Film Director:
Danielle Levitt
Executive Producer:
Edward Grann
Head of Content Development:
Eric Tu
Managing Director:
Jerry Solomon
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