Progressive: Faces of Pride
In 2008, Progressive launched an effort targeting the estimated 15 million adults that make up the GLBT community. It began as a print campaign comprised of several vintage photographs of gay and lesbian couples. The campaign showcased the beauty and impact of progressive thinking and what a difference it can make in people’s lives. In order to help position Progressive as a genuine partner within the GLBT community, we created a brand experience that brought the vintage photography print campaign to life in a new arena. We
extended the print campaign by creating our own event photo experience, which juxtaposed the antique photographs with modern, professional photography. We sent this experience to Pride events across the country, where we captured photos and allowed consumers to send their photos automatically to our fan page as well as their personal Facebook or email account to create a completely viral experience.
We then developed a Facebook fan page, called Faces of Pride to serve as an online space to build a community where GLBT supporters can connect and share with each other. Consumers can post comments on our wall, tag themselves in photos, view galleries of past photos, watch photo-morphing videos from each event, or sign up for upcoming events.
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