Ad Council Names Situation as Social AOR for ‘Love Has No Labels’

By Patrick Coffee 

Digital-first agency Situation has won social agency of record duties for the award-winning “Love Has No Labels” project from The Ad Council.

Moving forward, the New York shop will handle social content creation and community engagement while working closely with R/GA, which remains creative lead on the ongoing project. The two parties have worked together in the past, and the assignment came without a formal pitch.

“Our social communities have always been a critical component of Love Has No Labels as a way of reaching our supporters and beyond with messages about diversity and inclusion,” said Ellyn Fisher, SVP of Marketing and Communications at the Ad Council. “We’re excited to work with the Situation team to develop and share content that continues to move the public towards greater love and acceptance.”

Situation’s work will cover the campaign’s Facebook, Twitter and Instagram channels as well as its influencer marketing work and its collaborations with brand partners as the project evolves.

“As an agency, our ultimate success is defined by so much more than the financial success we help drive for our clients. It’s for that reason that we’re honored to put our talents and resources behind Love Has No Labels,” said agency founder and president Damian Bazadona.

Since launching in 2015, “Love Has No Labels” has become one of ad history’s better-known PSA efforts, with its inaugural effort racking up nearly 60 million views.

Situation’s clients include major media companies, sports franchises and B2B groups as well as some very New York-specific entities like Broadway shows (Dear Evan Hansen, Mean Girls, etc.), tourist destinations (One World Observatory, The Madison Square Garden Company) and cultural institutions (BAM, The Met Opera, The New York Philharmonic).