Heineken is celebrating the Gay Pride Month with a multi-platform campaign dubbed “Like for Love” by Wieden + Kennedy. The brand’s Instagram account features a series of photos of actual gay couples posing against vibrant mono color background—one of the colors in the rainbow.
In fact, as users scroll down the pictures fast, a rainbow made up of the photos appears on the screen. As users tap to like the piece, a big Instagram heart pops up in the very center of the screen between the two real-life gay people featured in the photo. This highlights the relationship between the people and illustrates user’s positive attitude to gay community in a simple way.
“Specifically for Instagram, we are continuously finding ways to push the envelope because as one of the fastest-growing social media platforms. Instagram provides great opportunity to challenge our ‘Man of the World,” commented Heineken USA’s Belen Pamukoff, brand director of marketing.