Cannes Lions
J. WALTER THOMPSON, Shanghai / AIBAI CULTURE & EDUCATION CENTER(APAC) / 2015
Overview
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Credits
Description
In China, many LGBT have already come out to their friends, but it’s hard to tell their parents. They are willing to introduce their lovers to their parents but just need a perfect chance. Aibai.com cooperated with a restaurant to design “the rainbow dinner”, to help LGBT come out to their parents by using the hints from food.
Execution
Research has shown that dinners can lighten the mood in any situation. Plus, Chinese families view dinners as a time to bond and really talk to each other. What if dinners were the perfect time and place that gay couples were looking for?
Outcome
Word of The Rainbow Dinner and its success stories spread within the LGBT community in China, motivating more same-sex couples to give it a try.
To Aibai, The Rainbow Dinner is the start of something wonderful, as we slowly encourage Chinese parents to become more accepting of their children’s choices.
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