Mercedes-Benz spreads the love
The car brand commissioned a mural and a short film to support the LGBTQ2 community as part of its Pride Toronto sponsorship.
Toronto’s Pride weekend has long been a branding opportunity, but not many companies go all in the way Mercedes-Benz Canada did this year. In support of its sponsorship, which included a weekend-long dance party from June 23-25 and Pride VIPs parading through the city in convertibles, the brand and agency BBDO commissioned a mural and built a digital campaign around it.
Toronto-based queer artist Thomarya “Tee” Fergus painted a warehouse at Dovercourt Road and Dupont Street, inspired by stories of hate speech and discrimination from members of Toronto’s LGBTQ2 community, and their ability to overcome it.
An accompanying five-minute film, Painted With Love, tells those stories and takes a stand against discrimination.
“We wanted to take a stand and shine a light on the real effects of hate speech and homophobic/transphobic vandalism,” said Virginie Aubert, Mercedes-Benz Canada’s VP of marketing, in a press release.
The brand unveiled the mural and documentary at a June 22 screening. It’s using clips from the film as six-second bumper ads on YouTube as part of the digital campaign, which also includes a film trailer and banner ads.
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