As sponsors of the 2014 Winter Olympics, The Coca-Cola company needs to address Russia’s abuse of the LGBT community.
Make the abuse in Russia a human rights issue. Show the world that we are all human and that we need to embrace diversity. Love doesn’t discriminate against your race, age or gender. Love has no labels. With this idea, bring in other global companies to support the power of love and diversity.
Understanding that this idea was larger than one company, Coca-Cola shared the big idea with the AdCouncil and the great minds R/GA. The campaign has since earned over 1 billion impressions on social media and the video has been viewed over 110 million times. Love Has No Labels has won 8 Cannes Lions and is the second most viewed social and community activism of all time.