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.