Hundreds of pieces of anti-2SLGBTQ+ legislation have been proposed in the US. Dubbed “Don’t Say Gay” bills, they affect every member of the 2SLGBTQ+ community. The Body Shop is taking a stand with “We Don’t Just Say Gay.” The Body Shop is saying it all.
Work for the campaign is inclusive of every single member of the 2SLGBTQ+ community. The campaign design was inspired by the 1960s counterculture, a time when the sexual revolution and 2SLGBTQ+ activism were taking off. The artwork from this turbulent period remains timeless, positive and cheerful and is a way to help remind people that Pride is a time of love, acceptance and celebration. OOH wild posters were placed in Tampa, FL, and Dallas, TX, both places where “Don’t Say Gay” bills have been signed into law. Within four days of launch, CTAs for the campaign had already garnered 134 letters to elected officials in the US to support the Equality Act and 56 signatures for the It Gets Better Canada pledge.
This professional campaign titled 'We Don't Just Say Gay' was published in Canada and United States in June, 2022. It was created for the brand: The Body Shop, by ad agency: Odysseus Arms. This Digital, Film, and Outdoor media campaign is related to the Beauty industry and contains 12 media assets. It was submitted over 1 year ago.
Advertising Agency: Odysseus Arms, San Francisco, USA
Production Company: Penelope Pictures, San Francisco, USA
Founder, CEO, Head of Art: Libby Brockhoff
Founder, CCO, Head of Copy: Franklin Tipton
Head of Account Services: Brittany Tangsrud
Associate Creative Director: Jeff Kwiatek
Producer: Shirley Liang / Penelope Pictures
Account Supervisor: Aurelia Fulginiti
Art Director: Jasmine Do
Copywriter: Mark Moran
Animator: Jeff Stevens