Stonewall - Proud Mistletoe
In this campaign, Ogilvy UK for Stonewall, partnered with Gay Times, to launch its first Christmas campaign, ‘Proud Mistletoe’ – a celebration of LGBTQ+ love that kisses goodbye to homophobic hate.
Inspired by the grim fact that homophobic hate crimes were up 30% in London to an alarming ten-year high, the agency hung the rainbow-coloured mistletoes in the types of public places where homophobic attacks often happen: in pubs, parks, residential streets, and takeaway shops. Couples from the community were then invited to kiss underneath them, as a way to reclaim their spaces.
In the online film, directed by Luis Aguer of Rebolucion, couples kiss to the track ‘Merry Christmas, I Don’t Want To Fight Tonight’, by Joey Ramone. Supporting activity included digital OOH and a digital version of the #ProudMistletoe for Instagram, inviting everyone to kiss goodbye to online hate. In addition, 100 Proud Mistletoes will be given away via social media.
