At our 62nd Annual Public Service Award Dinner back in November, we presented the gold CAdalyst Award to R/GA for their work on our Love Has No Labels campaign—which you probably know from the beloved video of dancing skeletons on an x-ray screen. It was the first year we presented the CAdalyst Awards; our highest honor to recognize creative excellence and social impact.
Now, as Love Has No Labels celebrates LGBT Pride Month (check out our Say YAS competition!), prepares for another great year at New York City Pride, and gears up for a new round of exciting creative, we’re looking back at what made—and continues to make—that campaign so special. We sat down with Nick Law, Global Chief Creative Officer of R/GA to talk about authentic experiences, making people cry, and the advice that he wants to share with social marketers.
Ad Council: Why do you think Love Has No Labels resonated so much with people?
Nick Law: It was an authentic response to a real issue at the right time. It was obvious that the couples were real, and how they portrayed their relationships was honest. In addition to that, stories of intolerance were beginning to dominate they news.
AC: What surprised you most?
NL: That it makes people cry. It’s not hard to be smart. It’s much harder to make someone laugh. Hardest of all is to make people cry.
AC: What are you most proud of?
NL: It’s universality. A few weeks after it went live I showed the film at a conference in Thailand, and everyone cheered. Ever since, no matter where I go, it touches people.
AC: What did you learn? Do you have advice to share with social marketers?
NL: It’s not enough to know what you want to say; you need to ask yourself what the audience wants to say. If those two things line up, if you become the audience’s message as well as your own, you’ll get real network effects.
AC: What’s next for Love Has No Labels?
NL: More. We’re working on the next thing, but you’ll have to wait to find out what it is.