Client: The Ad Council
Project: Fans of Love
Many Americans still report feeling discriminated against. One main reason is because people discriminate unintentionally. This “implicit bias” influences how people interact with each other. To end bias, we must become aware of it first, especially in ourselves.
“Kiss Cams” are a tradition of American sports, known for featuring “traditional” notions of love: mainly straight, same race relationships. At the 2017 NFL Pro Bowl, we gave it a modern twist. Instead of traditional types of couples kissing on the big screen, we showcased love in all its forms, forcing 60,000 live fans to come face to face with their internal bias, and showing them that they were actually more biased than they realized. On Valentine’s Day, we released a film of the stunt online, causing millions more to rethink their bias.