Youmark

Painted with Love – Mercedes-Benz Canada shows its support for the LGBTQ2 Community

29 Giugno 2017

Mercedes-Benz Canada is using the transformative power of art to show its support for the LGBTQ2 Community. A recently-unveiled mural sends a message of love and inclusivity to passers-by in Toronto, while the corresponding digital campaign takes a stand against abuse and hate speech on a national scale.

BBDO Toronto, Mercedes-Benz Canada’s agency of record, developed the concept and commissioned Toronto-based queer artist Thomarya Tee Fergus to create a mural that was inspired by conversations with people from the LGBTQ2 community who have experienced hate speech, bullying and discrimination. Based on their stories, Fergus created a mural she hopes will encourage healing.

The interviews and the process of creating the mural were captured for a short documentary. The five-minute documentary, Painted with Love, is part of a digital campaign that aims to show the real impact of hateful words and slurs by sharing the stories of those who have been affected by them.

The launch of the campaign coincided with Mercedes-Benz Canada’s sponsorship of Pride Toronto 2017. Mercedes-Benz unveiled the mural and documentary at a small screening on Thursday, June 22. Even before the official unveiling, however, the mural – painted on the exterior of a warehouse at Dovercourt and Dupont – was drawing attention. People were posting pictures online, often with #LoveTransforms in the caption, a hashtag that mirrors language from the mural.

Credit

Client: Mercedes-Benz

VP, Marketing: Virginie Aubert

Manager, Marketing Communications: Nathalie Gravel

Marketing Campaign Lead: Lesley McLelland

Marketing Campaign Specialist: Nicole von Donat

 Agency: BBDO Toronto

Chief Creative Officers: Denise Rossetto / Todd Mackie

VP, Creative Director: Dan Gaede

Senior Copywriter: Owen Milburn

Art Director: Jinah Lee

Senior Producer: Terry Kavanagh