‘Iconic Kisses’ wins PRWeek Global Awards 2022 for best influencer marketing campaign.
‘Iconic Kisses’ wins PRWeek Global Awards 2022 for best influencer marketing campaign. The activation by FleishmanHillard Brasil for online marketplace, Mercado Livre, recreates iconic kisses with LGBTQ+ couples. The activation formed part Mercado Livre’s sponsorship of Pride month in Brazil 2021.
The ‘Iconic Kisses’ campaign aired last year during LGBTQIA+ Pride running on social, out of home and included a PR stunt on 28 June 2021 – Gay Pride Day – featuring an open-air projection of the new ‘Iconic Kisses’ illustrations on the facade of a building in the middle of Avenida Paulista, São Paulo. The campaign invited the community to spread and normalise #IconicKisses by diverse couples.
The strategic insight behind the campaign was that nearly all iconic kisses in film and popular culture feature heterosexual couples. The campaign centred on the premise that everybody should be free to express their affection in a more representative world.
Real couples were sourced and cast in the film and photographs to accommodate Covid-19 restrictions, and allow close contact.
Twelve couples from the LGBTQIA+ community reproduced the kisses from the film and posted the photo on their profiles. The brand has also made these images copyright free, anyone can download them from the campaign’s website.
‘Iconic Kisses’ was bold display of 'living its values' by Mercado Livre - Brazil's largest retailer. Homophobia remains a significant issue in this conservative nation.