A donation campaign where folded bills meet to transform two portraits into kissing same-sex couples. Proving that money will bring together what chooses to stay together, regardless of race, culture and above all: sexual orientation.

And for sure the concept was supposed to stand out to gain additional earned media effects. The target audience: The entire Swiss public.

16 bills got folded and photographed in a way that its portraits got paired into happy kissing same-sex couples. A donation campaign to support gay marriage.

Minimalistic, compelling art direction just by looking closely.

Gay-marriage still is forbidden in Switzerland but PINK CROSS is confident now to change this even in 2018. And donations are already increasing by 27%. The campaign is going to be continued.