Pop culture and music have always been the mediums to push the boundaries against what is taboo or

outrageous, and give the younger generation encouragement and inspiration to be bold and take the first step

towards challenging the establishment.

Leveraging this insight, we turned to popular music to reach out to millennials, evading mainstream media

censorship. Hidden in plain sight in an online music video featuring pop duo The Veronicas and their hit single,

we embedded 26 gestures of affection as an anthology of A-Z barrier-breaking moves.

These inspirational moves, featuring a diverse cast including real couples, showed that regardless of race,

gender, sexual orientation or physical appearance, nothing should stand in the way of closeness and love.

Envisioned as a global campaign spanning 13 countries, the execution was designed to be modular in nature,

such that each country was able to create culturally relevant assets, suited for YouTube and Facebook formats,

using selections from the 26 moves to target specific barriers to break in their society.

The video launched online on YouTube and Facebook in the weeks leading up to Valentine’s Day 2017,

across 8 countries in the Africa and Southeast Asia. Adapted as YouTube pre-rolls and short 5-sec clips

on Facebook, we encouraged users to share their moves online and ran UGC contests from Feb to end of

Mar 2017.

The video went viral and hit 498k on the first day of launch in Vietnam and within a month, hit 15.5 million

combined views across 8 countries ( Nigeria, Vietnam, Indonesia, Ghana, South Africa, Egypt, Cambodia, Côte

d’Ivoire). We saw a jump in Facebook engagement with 238% increased page likes.

Young people posted moves they created on their own and posted them on their social media. Many expressed

positive comments to break through barriers to kiss no matter what gender or race. We generated conversation

among netizens on Facebook and YouTube comments, and saw encouraging stories on same sex marriage and

young people motivated to not give up their current “non-normative” relationships.