R/GA, Marketing Agency
Love Lives On An open call for acts of love.
Love Has No Labels has often tapped into the cultural landscape to show America how and where bias shows up. But, in 2022, America needed a campaign that amplified action against bias and discrimination. So, we leveraged the force of acts of love, showing how these acts have the power to shape society and push progress.
The campaign, Love Lives On, harnessed the power of storytelling as a tool to inspire action with inclusive acts of love in support of communities experiencing bias and prejudice. Our launch film, The Gentle Giant portrayed the untold relationship between Bridgett and George Floyd, brother and sister, that was revealed in the film by Bridgett herself in an emotional turn that transformed familial love into millions of loving acts around the world. And to make sure millions saw it, the film was hosted and promoted by Hulu to its 45.6 million subscribers.
Campaign & Content Design
Campaign Creation
Influencer Strategy
Brand Positioning
Brand System Guidelines
Media Planning
29.4M
Film views
4.3M
Web visits since LLO launch
28.8M
Media impressions
72%
of people have taken action that fosters equality and inclusion in the past 12 months
51%
PSA Awareness
55%
Issue awareness
“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 AdCouncil
Channel Planning
Campaign Creation
Media Strategy
Social Strategy
Our launch film, The Gentle Giant was itself a labor of love. A film two years in the making made in close collaboration with the Floyd family, through hours of interviews and vulnerability. It is the true, untold story of George Floyd and his relationship with his sister Bridgett Floyd. Every scene is based on an intimate memory of Bridgett’s. portrayed the untold story of George Floyd through the eyes of one of the people who loved him the most, his sister, Bridgett. Love is where we find our shared humanity, and through showing the love that George had in his life, we showed the world his humanity. We told the story before the tragedy of his murder—George as a brother, a leader, a friend, and a father.