America’s Ad Council has seen its Love Has No Labels diversity and inclusion campaign win a slew of awards since it launched in 2015. But it’s still seeking ways to refresh the iconic effort and engage new audiences.
The American advertising industry’s public service arm is rising to the occasion with “The League of Extraordinary Humans,” a mobile geo-location game with a diverse team of heroes fighting for love and inclusion.
Debuting at PAX West (Sept. 1-4 in Seattle), one of the largest consumer gaming events in the US, the non-profit organization’s campaign will be promoted at a booth in the PAX Diversity Lounge and participate in panels on implicit bias and the role of diversity in gaming, part of its broader Game for Good cause marketing program geared to gamers.
“To really have an impact on social issues, we need to meet people where they are spending their time,” stated Lisa Sherman, President and CEO of the Ad Council, which is 75 this year. “For millions across the country that’s playing games online, on mobile or on consoles. The League of Extraordinary Humans is just the first step in bringing our message of diversity to the gaming community, and we hope that it will help all gamers recognize their role in making the world a more accepting place.”
The “everyday” heroes are:
• Jazz Jennings, the transgender teen who stars in TLC’s hit series I Am Jazz
• Mike Begum, aka ‘BrolyLegs,’ a competitive gamer with a bone-muscle deficiency
• Diana Nyad, a swimmer who completed a 110-mile swim from Cuba to Florida at age 64
• Grace Dolan-Sandrino, a transgender advocate
• Anne Munition, a vocal LGBTQ gaming influencer
• Benjamin Williams, co-founder of the PAX Diversity Lounge
• Hana Mangat, a teen who started a Sikh club at her school
• August De Los Reyes, an advocate for inclusive design
• Marley Diaz, the 12-year-old founder of #1000BlackGirlBooks
• Giana Glantz, the creator of the app “Gender Avengers”
• Matt and Jack, Kansas brothers who co-founded an inclusive production company to promote Special Olympics
• Isabella Catarina, a fashion designer whose apparel helps physically- and mentally-challenged people dress themselves.
The game, created by Artifact Technologies, will use beacons to engage and challenge Pax West attendees to rethink bias as they collect digital cards featuring “everyday” heroes.
After downloading the mobile game from Apple and Android app stores, players receive messages leading them to six partner booths in the Seattle Washington State Convention Center, including Twitch, Rooster Teeth, Square Enix, Ubisoft, Capcom and Xbox, in order to complete two challenges.
After completing each challenge, they’ll unlock a digital trading card featuring the likeness and story of an ‘everyday’ superhero fighting implicit bias. Select players will win an exclusive Love Has No Labels official Pinny Arcade Pin.
“When the Ad Council approached us about working with them at PAX we jumped at the opportunity,” said Brent Friedman, Co-Founder and CCO Artifact Technologies in the press release, “Our challenge was to create a geo-gaming experience that would not only do justice to the Love Has No Labels campaign, but also to properly showcase the extraordinary group of real-life heroes we have transformed into collectible superhero cards. The end result feels like the perfect convergence of medium and message.”
The cards are illustrated by comic book artists including Dave Dorman, Emily Warren Rice, Al Davison, Chris Visions, Ashley Woods, Garrie Gastonny and Dominic Regan. Comic book veteran Dave Elliott oversaw the art development for the cards.
“The League of Extraordinary Humans” is one more in a series of initiatives promoting inclusion and acceptance and showing the Ad Council remains relevant. Love Has No Labels is firmly part of its pantheon of iconic campaigns such as the wildfire-fighting Smokey Bear (now available as a Snapchat lens), “A mind is a terrible thing to waste” and “Friends don’t let friends drive drunk.”
Ad Council staffers are starting to look a lot like @smokey_bear!
Join us by using the @Snapchat lens, available today only! #OnlyYou pic.twitter.com/jlkXvI6Gwu
— Ad Council (@AdCouncil) August 29, 2017
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Created in November 1941 as The War Advertising Council, its first campaign was to sell War Bonds as the US entered World War II. Its mission remains the same—to brand America, in a sense, and challenge agencies and creatives to come up with thought-provoking campaigns that it distributes and promotes to inspire dialogue, engagement and action around significant public issues.
The Ad Council Is Turning 75: Here’s A Look At Some Of Its Best Campaigns https://t.co/iZ4FkGNLrL
— Jacqueline Devine (@thedevinemissj) April 7, 2017
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