Universal Love

Agency Network: 
Published/Aired: 
August 2018

Description

MGM Resorts International hosted a special celebration of the first-ever Stonewall Day on June 28th, providing new versions of love songs and allowing singers to pick a pronoun, customize the lyrics to their preference. This event was an extension of MGM’s UNIVERSAL LOVE project, which featured a collection of reimagined love songs for the LGBTQ community and was held at the iconic Stonewall Inn.
A video of the event will be distributed online and in social media.
Stonewall Day honors the Stonewall Uprising, widely considered the beginning of the gay rights movement. MGM Resorts worked with the Stonewall Inn and the Stonewall Inn Gives Back Initiative to join in this historic event.
Stonewall Day is a program of Pride Live Nation, a social advocacy and community engagement platform for the LGBTQ community.
Each singer at the Stonewall Inn karaoke night was be able to sing their song using a male, female or non-gendered pronoun using a Universal Love-branded interface. MGM Resorts created an app to run the selected songs on the karaoke unit and a songbook for karaoke singers to follow.
The night included an appearance by the New York City Mayor’s office, delivering an official letter in recognition of Stonewall Day.

Integrated advertisement created by McCann, United States for MGM Resorts, within the category: Hospitality, Tourism.

Advertising Agency: McCann, New York, USA
Chief Creative Officers: Tom Murphy, Sean Bryan
Creative Directors: Ryan Paulson, Carlos Wigle
Junior Art Director: Kelsey DaHarb
Junior Copywriter: Oscar Gierup
Junior Art Director: Kristina Samsonova
SVP Executive Producer, Innovation: Christine Lane
Innovation Producer: Phoebe Chao
Design Director: George Katz
EVP Executive Account Director: Scot Beck
Account Director: Tessa Cosenza
Account Supervisor: Daniel de la Torre
Senior Project Manager: Jessica Avery
VP Strategy Director: Dan Wilkos
Social Strategist: Karishma Shah
SVP Executive Music Producer: Eric Johnson
Music Producer: Dan Gross
Business Manager: Sam Belkin
Senior Brand Content Creator: Eric Perini
Brand Content Creator: Brett Berman
VP Technology Director: Erik Kroha
Senior Developer: Ben Thompson
Digital Producer: Chava Quinn
Executive Print Producer: Eileen Kaufman
Chief Communications Officer: Jeremy Miller
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