LOLA MullenLowe’s ads tell the story of three people searching for freedom when harmless guilty pleasures can have serious consequences.
For Pride month, Magnum and LOLA MullenLowe have launched an endearing but honest radio campaign that tells the stories of three people searching for the freedom to indulge in their guilty pleasures.
“When we talk about guilty pleasure the first thing comes to mind are silly or frivolous things, but for many people living in oppressive countries where the freedom to express love is dangerous, their guilty pleasures are more meaningful and consequential,” said André Toledo, creative director, LOLA MullenLowe.
In this campaign, guilty pleasures are simply kissing, hugging and caressing, and showing affection for someone of the same sex. Because in many countries around the world, these simple acts of love can send you to prison. Something that we wanted to remind people of during Pride month.
Unilever, Magnum’s parent company heavily supports the LGBTQ community and encourages all Unilever employees to share a common goal of endorsing respect, individuality, diversity, and equality throughout the organisation.
Agency: LOLA MullenLowe
Campaign: Guilty Pleasures
Global Brand Director: Ben Curtis
Chief Creative Officer: Chacho Puebla
Executive Creative Director: Tomás Ostiglia
Creative Director: Saulo Rocha, André Toledo
Copywriter: Jaime Ludeña
Global Brand Director: Tom Elliston
Account Manager: Flora Bell
Producer: Felipe Calvino, Diego Baltazar
Music & Audio Company: Pickle Music, NY
Composer: Alexis Estiz, Dario Calequi
Sound Engineer: Dario Calequi, Luis Gomez
Producer: María Inés Velez
This article was originally published on LBBO