Sustainable Development Goals > Peace
EYES TALK
BUDWEISER CHINA, Shanghai / BUDWEISER / 2023
Overview
Credits
OVERVIEW
Background
As a brand that constantly stands for true self, being diversified and inclusive, Budweiser encourages people to express their true selves and support LGBTQ+. On Chinese Valentine's Day , which is supposed to encourage people to express love, LGBT are deprived of the right to express love publicly.
Describe the cultural / social / political climate and the significance of the work within this context
In China, when people talk about LGBT, the words would go 404(BANNED) immediately. In oriental
culture, people express their love in a more implicit way. And when your love is being questioned, it’s even tougher to express it. 70 million Chinese LGBT, are now facing this issue. How can Budweiser encourage authentic love expression for LGBT, when their love is taboo?
Describe the creative idea
Eyes talk, a language that will never go "404". Love, might have varied in words, yet shows no differences in eyes, and is equally poetic and beautiful, for all different kinds.
Describe the strategy
There are 70 million LGBT in china, equivalent to population of France, but no brand dares to support them, stand with them, even become a brand partner with them. However, all love is love. Love, might have varied in words, yet shows no differences in eyes, and is equally poetic and beautiful, for all different kinds.
Describe the execution
Collaborating with world-famous LGBT magazine Attitude, Budweiser launched 3 EYES TALK stories, with no dialogues, on the Chinese Valentine's Day, and even brought the audience to EYES TALK their own love in our offline VIP exhibition - Eyes Talk Poem Project.
Describe the results / impact
EYES TALK rooted deep and penetrated within 50+ LGBT community, with 1000+ Eyegazine distributed and 800 footprints in VIP exhibition. Budweiser presents to the world that love of all kinds is equally beautiful and authentic, earning 99k social buzzability and 10.6M+ awareness on #EYESTALK, without celebrity or paid media.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
QIXI is a traditional Chinese Valentine's Day. In traditional mythology, the lovers, the Cowherd and the Weaving Maiden, whose love is blocked, are only able to meet on the day of QIXI. We are taking this occasion to enable Chinese LGBT lovers, who are also blocked by reality, to be brave enough to express what they love.
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