Here’s an unusual campaign created by Cleveland’s Brokaw to promote client Gay Games 9, a sports festival launching this Saturday.
As Brokaw creative director Steve McKeown told Crain’s Cleveland Business, the purpose of the project is to win “millions of dollars of free unpaid media and international buzz” by turning a hateful phrase into a celebratory statement and showcasing the talents of participating athletes who just happen to be gay.
From McKeown:
“We felt that it was time to transform an ugly and ill-received phrase and repurpose it into something that sheds a positive light on what these athletes work so hard to accomplish. We know people in Northeast Ohio understand the significance of repurposing — as evident by the transformation of the region these last few years.”
While the campaign may not have won millions of dollars in media attention attention so far, it seems to be working in niche pubs, earning a mention on SB Nation’s Outsports blog this week. More images below (pics by Kalman & Pabst Photo Group).
The campaign, promoted via “traditional and grassroots marketing initiatives, including distribution of postcards, social media and on Brokaw’s website”, will run through August 16.