Wyborowa Pernod Ricard: Absolut
Love over hate - creative fight against hate
H+K Warsaw created a campaign showing that in a world of intolerance, a spirits brand can stand up for people affected by hate.
Love Over Hate is the Polish edition of the global Absolut campaign to fight hate. The concept was tailored to local needs. It was created on the basis of local insights and a study conducted among Poles (which shows that nearly 25% of the respondents face hate every day). The Polish edition of the campaign focuses on encouraging consumers to creatively transform hate into a positive message. The unique concept (created specifically for the Polish market) is based on cooperation with ambassadors, who became the ‘voice’ of the society that says ‘stop’ to hatred.