The Campaign

Bench launched the campaign "Love All Kinds Of Love", a celebration of love. The brand release 4 different kinds of couples sharing a tender moment, which also included same-sex relationships. It was unprecedented in the conservative country. Four images were released both online and outdoor. Online, the brand was praised for making a bold statement. However, when the billboards were mounted the next day, one of the billboards had been seemingly vandalised. The hands of the two men holding hands was covered up. There was a public uproar among the different sectors. The government, showbiz and the angry LGBT community, got involved in heated debates.

Execution

Finally, Bench along with its agency created a statement to the public saying that the brand would continue to believe in the principle of acceptance and equality. Throughout the media plan, Bench took a stand and never pulled the billboards down. Despite the firestorm coming from all sectors of the country, the brand braved the storm and carried on with it believed in, which was fashion for all Filipinos, and in a deeper sense, equality for every citizen.

Tier 1: Concerned citizens were so involved with the issue that they created the hashtag #PaintTheirHandsBack. People creatively painted hands back, and these memes of the billboard spread online. 82.5% of the #PaintTheirHandsBack movement was positive, as people found their own ways to get the couple to hold hands again. Tier 3: During the campaign, conversations about the issue rose increased 0 to 3500. The brand succeeded in bringing forth the issues of same sex relationships into the citizens’ consciousness. No other ad campaign or even event that year brought forth the issue into the public's consciousness as much as the campaign "Love All Kinds of Love". 74.9% of the sentiments about the campaign were positive by the end of the campaign, saving the brand from a ruined public image. To this day, Bench is still the number 1 fashion brand in the country.

The Situation

After a releasing a controversial ad with led even more controversial events, the fashion icon Bench was on the brink of public image ruin and suspension, and had little to turn to. It's advertising agency turned into a PR agency overnight in attempt to avert the disastrous situation.

The Strategy

The Advertising Standards Council initially disapproved the billboard, claimed that they were adhering to the moral and social standards of the country. They believed that advertisements should not be offensive and derogatory. On the day the billboard was to be mounted, Bench had no choice but to censor its own billboard to be worthy of public exhibition.