In the increasingly polarized world, it is getting harder for a brand to speak to people’s heart while still playing nice with everyone. To be able to make the most impactful campaign, a brand can't be bland. Rather than talking to a generic faceless mass, it is best to choose a side if one side is large enough that the another side doesn't really matter. By making it clear who you are siding with, you will also attract new like-minded consumers, which helps to lessen your brand's reliant on the minority consumers who you are now alienating. 

​

While technically your brand is choosing the side that you know most of your audiences would agree with, the angry vocal minorities will make your move seems daring (not to mention adding in a lot of free medias as your targeted liberal audiences are likely to join in the fight)…AND Cannes Lions reward bravery especially when the move comes from a big brand.

​

*Although there are two major political leanings, only the liberal side really appeals to the Lions as siding with the conservatives will make your brand resisting the social changes that Cannes Lions champions... So if your brand's major audiences are conservatives, alienating the liberals won't work. Please ponder other questions I have on this website instead. 

​

** It is important to be VERY sure that an important majority of your consumers is liberal. It is a horrible look if you walk back your talk, and both sides of the consumers will hate you.

You can just show your liberal stand.

Choose marriage equality.
Nike Australian Marriage Equality Swoosh Vote

Choose representation of people with colors.
The Black Santa

Choose representation of LGBTQ+.
True Name

Choose self-acceptance.
Come Out and Play

Choose non-toxic masculinity.
Gillette Believe

You can even have a bit of fun by making fun of the haters to show how much they don’t matter.

Make fun of homophobes.
Gay Ford Raptor