Ahead of last weekend’s Milano Pride parade in celebration of lesbian, gay, bisexual, and transgender people and their allies, Ogilvy Italy created a series of press ads.
The central theme of the campaign is a kiss between people of the same sex: a gesture that to some still seems different. Yet it would not be perceived like this, if it were a daily, shared, common gesture, argues the agency.
The title ‘If everyone is different, no one is’ invites us to reflect on our conception of what is different, to lower the barriers of discrimination, going beyond labels and categories.
The campaign stems from an initiative in which the whole agency took part: to demonstrate its commitment to this cause, everyone was invited to exchange a kiss in front of the camera lens. The most beautiful shots became the subjects of the press campaign. They ran as ads on the most important press in the country: Corriere and Repubblica, during Pride weekend - one on Friday and one on Saturday.
Following the #gobeyondlabels concept, during the week all employees were invited to change their digital signature by choosing a role that goes beyond their job title: karaoke singer, unicorn whisperer, cookie director, and other roles that represent the personality, in addition to their day jobs.
Lavinia Francia, creative director (or cookie director) at Ogilvy Italy, said: “We really wanted to have people reflect on the idea of diversity. You only perceive something different from something common. And the aim was to make same sex kisses common, something people see no longer as different.”