The UK has Brexit. Australia has (let’s say, anti-multiculturalism) politician, Pauline Hanson, back in parliament and America has Trump.
When times are tough, people become territorial.
Ad Council’s work to foster diversity and inclusion through R/GA’s Love Has No Labels campaigns could not be more important than it is on this 4th of July.
The 2016 proposition is simply, “To love America is to love all Americans”. And it’s expressed in a simple video – a piece of logic narrated by American professional wrestler, John Cena.
Its gist is that patriotism isn’t just pride in one’s country, it’s love for it. And loving one’s country means embracing who and what the country really is—not what you might picture it to be. He busts the myth that average America is male, white and Caucasian and ends with the message that to be a true patriot is to accept all Americans regardless of race, religion, gender, sexual orientation, age or ability.
“To love America is to love all Americans, because love has no labels,” Cena states in the video.
“We are America,” the tagline concludes.
R/GA has rounded up some powerful campaign partners – The Coca-Cola Co., PepsiCo, Procter & Gamble, Unilever, State Farm, Google and Johnson & Johnson, that will promote #WeAreAmerica content across their brand channels.
These partners are both funding the campaign and showing their support throughout the year on- and offline – with social influencer programs, social messaging, employee engagement and events.
The campaign also has support from Facebook, Twitter, BuzzFeed and WWE.
People can visit LoveHasNoLabels.com and share their own #WeAreAmerica photo from within a Facebook ad unit after watching the video.
Twitter has launched a new Love Has No Labels emoji, available for #WeAreAmerica and #LoveHasNoLabels until after August 4.
BuzzFeed is developing posts to inspire Americans to reflect on their own assumptions of what the “average American” looks like.
WWE will use the WWE Network, TV broadcasts, live events and digital and social media to support the campaign.
Credits:
Agency: R/GA
Vice chairman, global chief creative officer: Nick Law
Group executive creative directors: Eric Jannon & Chris Northam,
Associate creative directors: Thomas Darlow, Rene Van Wonderen, Lucia Orlandi,
Paul Wood, Eduardo Quadra & Shashank Raval
Executive production director campaign: Cindy Pound
Executive campaign producer: Jeff Skutnik
Director business affairs: Stephen Bernstein
Executive production director content: Kat Friis,
Production Company: MJZ
Director: Rocky Morton
Executive Producer: Emma Wilcockson
Line Producer: Larry Shure
Director of Photography: David Lanzeberg
Editing: Rock Paper Scissors
Editor: Dan de Winter
Original Music: Human/ Phillip Glass
Mix: Nylon studios
Client: Ad Council