Leo Burnett launched the animated spot “Safe In My Hands” as part of its “Out Holding Hands” campaign for Pride Month, which encourages the LGBT community to hold hands publicly.
The spot focuses on hands from the beginning, as a young man feels alienated by his one giant hand — which comes across as a sort of strange illustration of the alienation that young people with LGBT can face. He tries to hide the hand while out in public, until he meets someone who shares the same feature. As the two proudly hold hands, the animation fades into live action footage of a couple walking while holding hands, followed by the message “being visible should never leave you feeling vulnerable” and the tagline “Everyone deserves to be in good hands.” The ad is supported by digital and social elements, including one allowing visitors to virtually hold hands, while visitors to the campaign website can upload a picture of their outstretched hand to become part of a continuously growing hand-holding chain. “Out Holding Hands” also includes print and OOH elements, as well as the brand’s participation in Pride Month events in Los Angeles, San Francisco, Chicago, New Jersey and Minneapolis.
“This is an important time for the LGBT community and Allstate wants to be part of creating a future where everyone can feel safe to show love and affection in public without judgment,” Allstate vice president of marketing Georgina Flores told The Drum. “We want to showcase our dedication in a way that elicits empowerment and action.”