Lithuania is one of the most homophobic countries in Lithuania. To celebrate upcoming Baltic Pride march, magazine “Žmonės” invited brands to be part of special issue dedicated to pride. Most of the brands said NO, but nine of the were brave enough to lose their branding and typical advertising rules in support of LGBTQ community. This became first Lithuanian ad campaign supporting LGBTQ and started a huge conversation. For brands this wasn’t just an opportunity to advertise, and for record breaking Baltic Pride attendees this wasn’t just an ad campaign.
Campaign also grabbed media attention (with several news reports and articles), influencers shared magazine and ads on their social media without even paying them. Because great cause does great things for brands.