Vodacom MFW / Pride campaignPRIDE
PRIDE
COUPLES.
A small change to history’s most famous couples made one simple point: every love story deserves respect.
The tension
FAMOUS LOVE STORIES ARE CALLED TIMELESS. QUEER ONES ARE STILL QUESTIONED.
The cultural truth
History, literature and pop culture teach us to recognise certain couples instantly, as symbols of love itself.
The opportunity
If the relationship stayed familiar while the gender changed, prejudice would have nowhere left to hide.
The idea
CHANGE THE NAMES.
KEEP THE LOVE.
The campaignLOVE STORIES,
LOVE STORIES,
RECAST.
Iconic couples were rewritten as same-gender pairs, keeping everything people already recognised about their stories.
June 28 / International LGBT Pride Day
LOVE DOESN’T BECOME LESS FAMILIAR WHEN THE COUPLE CHANGES.