While LGBT-related words and films are blocked on social networks in China, we have cleverly used LGBT niche magazines as a medium to co-create an interactive special issue and exhibition to allow the LGBT community to express their love through eye contact on Valentine's Day in China.

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. As a brand that continues to stand for authentic self, authenticity and freedom, Budweiser encourages authentic expressions of LGBT love despite of the taboo.

Talking can be hidden, but the eyes will not lie. 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.

In China, LGBTQ+ voice is not allowed to express on mainstream media, even magazines supporting LGBTQ+ are not to publish. However, Attitude finds a way to cooperate with Budweiser to “publish” in a content way, and make the “forbidden magazine” to transform into “public media” itself that attracting netizens to join and amplify authentically.

Collaborating with world-famous LGBTQ+ magazine Attitude, Bud launched the campaign "EYES TALK" starting from Chinese Valentine's Day (Aug 2022)—One special exhibition where lovers appreciate the only art piece "each other" and immerse into the love from eye connection; An special edition "EYEGAZINE" to mark their stories with a Bud bowtie- shape design; and a series of silent story videos expressing only through eyes.

EYES TALK rooted deep and penetrated within LGBT community with love expanding its meaning and showing diversity. 1000+ love stories have been voiced. We trigger 57k audience to express their heart- felt resonation, 1000+ eye-gazine distributed, 5.5M awareness and 42k social buzz. 1/7 of China's LGBT was reached. Budweiser presents to the world that love of all kinds is equally beautiful and authentic

In oriental culture, people express their love in a more simplicity way. When the love is questioned, it is even tougher to express it. However, we don't need words to speak out love, because our eyes are the most genuine and authentic language of love. And leverage LGBT magazine to be the most powerful media to present the love expression.

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.