CLIENT: Gay singer/songwriter Jen Foster.
TASK: Re-brand Jen via the release of a new song & video.
STRATEGY: Create a mainstream anthem using Jen’s song “She” to support Marriage Equality in the USA. Brand: She4MarriageEquality (She4Me).
EXECUTION: Engage the #1 director of LGBT films to storyboard a music video, cast actresses from within the LGBT community, negotiate sponsorship agreements with venues, mainstream and LGBT media, West Hollywood Tourism and other support groups. Secure Marriage Equality USA as a Co-executive Producer and build an Army of Love “The Love Warriors” to take the promotion to Social Media and solicit Celebrity & mainstream support.
RESULT: SHE4ME went on to generate more than 4 million views including multiple uploads translated into different languages. SHE4ME was invited to be showcased at multiple film festivals in the UK, Italy and the USA and was awarded the 2015 OutMusic Video of the Year.