When Lucky Charms launched two new rainbow marbits they asked us to come up with something fun for the limited release. And while we didn't get to make our jumbo cereal hot tub float, we did get to make #LuckyToBe - a social good campaign that asked people to express why they are #luckytobe who they are. It was one of the first LGBT campaigns ever launched by a family brand and proved that simple ideas trump small budgets, limited time and big obstacles.
The campaign got some pretty cool press and even won some pretty cool awards.
Gold Regi Award - Outstanding Achievement in Multicultural Campaign
Ad Color Futures - Ad of the Year Award
AAF Mosaic Award - Multicultural Digital Media Usage
ANA Multicultural Excellence Award
ANA Multicultural Award Grand Prize Digital
ANA Multicultural Award Grand Prize LGBT
ANA Multicultural Award Significant Results
(One of my favorite quotes)
“Sometimes the best thing a brand can do is lean into the conversation that’s already going on around it. And that’s exactly what Lucky Charms, a brand that some people have always seen as a little queer, is doing, in part to support LGBT Pride Month.”