The year is 2022, and Ad Nut is sadly still writing about the radical notion that all humans deserve basic rights. In particular, Ad Nut still doesn’t understand why LGBTQ+ people are required to jump through hoops to prove that they are people who deserve rights. Regardless, Ad Nut is thankful that some brands are helping the queer community with some of this work by propelling the conversation forward the best way they know how—humanising people through creativity.
Hong Kong’s virtual insurer OneDegree has announced that it will be extending its home insurance to extend coverage to diverse families through a campaign by Giraffe Hong Kong. The unscripted two-minute film features 10 queer couples—including celebrity Kayla Wong and her fiancée Elaine Chen-Fernandez—who express what ‘home’ means to them.
Creatively, it may not be groundbreaking but as Ad Nut alludes to above, this shows that the LGBTQ+ community is still at a stage where they are required to be humanised and validated through creative work. Once this ceiling is shattered, perhaps brands will be more willing to give the community the same creative platform they offer cisgender heterosexual people. And perhaps we’ll see more creative work featuring queer people outside of Pride Month too.
Advertiser: OneDegree Hong Kong Limited
Carrie Foon, Head of Branding & Marcom
Jamie Ng, Head of Growth
Rachel Chan, Senior Marketing Manager
Ching Chui, Social Media & Community Manager
Media Agency: Carat Media Services Hong Kong
Polly Ip, Business Director
Tammy Mo, Associate Buying Director
Kitty Kwan, Associate Planning Director
Carina Wong, Senior Planner
Ashley Yeung, Programmatic Director
Jason Chan, Senior Programmatic Trader
Creative Agency:Giraffe Hong Kong
Sean Lee - Creative Partner
Steph Kwan - Creative Director
Nam Chan - Account Director
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