New Definition of Love
The Every Love is Love campaign by ABSOLUT is a symbolic flame that fans the flame of tolerance, diversity and kindness under the Tatras.
Background and objective
The ABSOLUT brand decided to dive into the very roots of our nation — words. We decided to change the definition of the word "love" in the Dictionary of Contemporary Slovak Language to support the idea that love belongs to everyone. With a strong PR & Online campaign we initiated a change in the interpretation of love and became a leader of tolerance and change.
Main challenge
We seamlessly built on last year's award-winning Every Love is Love campaign. This time we went even further — from words to actions — with the goal of translating tolerance and diversity into our official dictionary. We symbolically delivered more than 6,000 signatures to the Slovak Academy of Sciences along with messages from people describing what love means to them. Linguists confirmed the definition change was necessary.
Overall results
Video, static ads and social media promotion: Average frequency: 12.73 · Reach: 1,036,418 · Impressions: 13,214,410 · 74 target groups reached (estimated 70% reach) · PR reach: 3,900,000 — all positive. Reactions on FB and IG: 13,500 likes · 2,330 comments · 760 shares + saves · 74% positive reactions.