Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

Describe your Webby-nominated project. What’s the elevator pitch?

At the NFL Pro Bowl in Orlando, we took an iconic part of culture, the Kiss Cam, known for showcasing straight, same race relationships and turned it into a symbol for love in all its forms.

Why this particular cause as the subject of your project/campaign? Was there a moment that inspired it?

We wanted to flood culture with a message of unbiased love. So, at the NFL Pro Bowl in Orlando, we took an iconic part of culture, the Kiss Cam, known for showcasing straight, same race relationships and turned it into a symbol for love in all its forms.

What concerns were there about pursuing this idea? How did you get past them?

By partnering with the NFL, a league widely perceived for having a culturally biased fan base, we proved that love just looks like love, no matter who you are.

What was the most rewarding aspect of working on your project? What did you learn in the process that you didn't know/expect going into it?

We turned 60,000 fans watching a jumbotron, into millions watching it online, through a film of the stunt that we released on Valentine’s Day.

Credits

  • Production Company Tool of North America Tool of North America
  • Editor Cut & Run Cut & Run
  • Color The Mill The Mill
  • Sound Design/Mix Nylon Studios Nylon Studios

About the Live Experiences (Branded) category

Experiences filmed live that integrate a product or service on behalf of a brand—including interviews, concerts, and events—in an entertaining and engaging fashion.