Our original concept was a single billboard that celebrated Pride Week in Berlin by showing a man wearing Blush lingerie. The ad was greeted with a huge amount of attention. However almost as soon as the ad went up, it fell victim to intolerance and was removed. We reacted in under 24 hours with guts and graffiti. Writing a bold message on the now empty billboard, calling out the individuals responsible and proclaiming that in 2017 there was no place for bigotry

Less than 24 hours after the original Blush billboard had been removed we quickly responded with guts and graffiti. Writing a message that called out those responsible for removing the poster. It turned what was once a traditional ad space into something much more. The quick and direct response as well as the content of the message and the eye-catching way it was displayed all came together to create something that ended up getting even more attention than the original billboard.

Since it was 2017, it wasn’t long before the billboard took on a life of its own, sparking a conversation about censorship and equality that spread from the streets onto social media and beyond Berlin’s borders. Our single billboard brought Blush over 2.3 million in earned media. Even the police showed up thinking it was a case of vandalism, but after a little clarification, they stepped back and applauded. But most importantly Blush proved that in the end, love always wins.