George Floyd's Sister Stars in New 'Love Has No Labels' Campaign

'Love Lives On' in films by Ad Council and R/GA

"Some days I just didn't want to do nothing. I didn't want to get out of bed. But it was important to turn that pain into purpose because I had no other outlet."

That's how Bridgett Floyd describes her decision to join with family members to form the George Floyd Memorial Foundation in the weeks following her older brother's murder by a Minneapolis police officer in May 2020.

"Serving the community was number one," Floyd says in "Love Lives On," a racial justice initiative launched last Thursday by the Ad Council and R/GA. Created under the team's "Love Has No Labels" banner, the new work profiles three women whose responses to hatred and violence serve as beacons of hope and transformation.

"Showing up and being heard and speaking out on things—we gave out money, for scholarships, brought food ... but it's going to take more than just us," Floyd says in this 90-second PSA:

Love Lives On: Bridgett Floyd | Love Has No Labels | Ad Council

Actors portray Bridgett and George in "Gentle Giant," a seven-minute film that explores their relationship:

The Gentle Giant | Love Has No Labels | Ad Council

Andre Muir directed the long-form video, while Justin Polk helmed the shorter segments, including the two clips below.

The first presents Barbara Poma, owner of the Pulse nightclub in Orlando, site of a 2016 mass shooting that left 49 people dead and more than 50 wounded. Poma created the onePULSE Foundation, a nonprofit supporting the survivors and all those impacted by massacre:

Love Lives On: Barbara Poma | Love Has No Labels | Ad Council

Finally, we meet Maddy Park. Alarmed by the rise of hate crimes against Asians and other underrepresented groups in America, she formed CafeMaddyCab, which provides free taxi rides for AAPI women, LGBTQ+ people and elderly folks in need:

Love Lives On: Maddy Park | Love Has No Labels | Ad Council

"Our goal is for people of all backgrounds to see these stories, recognize our shared humanity and realize how they can continue taking meaningful actions of their own," Heidi Arthur, chief campaign development officer at the Ad Council, tells Muse. "Many don't know where to start or what to do that will make a meaningful difference. Our films demonstrate how actions by individuals can make others feel supported, safer and included. Even small acts can have a profound impact."

Arthur believes "Love Has No Labels" is having an impact, noting a new survey that shows 70 percent of adults believe they can create a more inclusive environment, a 10 percent gain since the campaign debuted seven years ago.

Along with various versions of the videos, "Love Lives On" features audio developed by iHeartMedia, plus digital, print and out-of-home elements. All invite audiences to lovehasnolabels.com for information on how they can help organizations working to creative a more equitable society.
 
In addition, Twitter will host a Spaces event in July to discuss how folks can support the cause, and the social platform's ArtHouse initiative will engage creators and activists to develop and distribute artworks based on the "Love Shines On" platform.

Other partners donating media and providing support include Amazon, Cox Communications, Google, Hulu, Lightbox, LinkedIn, Meta, Pinterest, Publicis, Reddit, SXM and YouTube.

CREDITS

Love Has No Labels
'Love Lives On' Campaign
June 2022

LIST OF SPOTS
The Gentle Giant
Barbara Poma, onePULSE Docushort
Maddy Park, Maddy Cab Cafe Docushort
Bridgett Floyd, George Floyd Memorial Docushort

VIDEO CREDIT LIST
Campaign Title: 'Love Lives On'
Length: Extended / :60 / :30 / :15 
Location: Broadcast / Streaming /Digital
Agency: R/GA
Client: Ad Council

CREDITS LIST
CLIENT: The Ad Council
Chief Campaign Development Officer: Heidi Arthur
VP, Group Campaign Director: Sheri Klein
VP, Campaign Director: Jenn Walters
Campaign Manager: Ariana Lee
Assistant Campaign Manager: Rachel Eppler

AGENCY: R/GA
Global Chief Creative Officer: Tiffany Rolfe
SVP Executive Creative Director: Shannon Washington
Executive Creative Director: Fernando Hernandez
Creative Director: JJ Lim
Design Director: Pawel Rokicki
Associate Creative Director: Rowan Mansfield
Associate Creative Director: Corey Thorn
Associate Creative Director: Julian Soto
Associate Creative Director: Artiana Wynder
Art Director: Vitor Lessa
Editorial Research and Interviewer: Anslem Samuel Roque

Executive Director, Content Production: Chris Detoy
Director, Content Studio: Erica Jensen
Senior Content Producer: Lauren Powzyk
Senior Content Producer, Art: Yassmina Fandi

Executive Production Director: Jeff Skutnik
Executive Producer : Pete Jones
Senior Producer: Vitor Rossellini

VP, Managing Director: Kelli MacDonald
Group Account Director: Carmen Cramer

Executive Director, Business Affairs: Lynda Blaney-Smith
Associate Director, Business Affairs: Marissa Burnett

SVP, Global Head of Insights: Christian Kugel
VP, Executive Strategy Director: Lucien Etori
Senior Strategist: Brandon Heard
Senior Connections Strategist: Aaron Francois

SVP, Executive Creative Director: Erin Lynch
Creative Director, Experience Design : Jess Vande Werken
Associate Creative Director, Experience: Aaron Kelly
Associate Engineering Director: David Holm

PRODUCTION COMPANY (Anthem Film): Smuggler
Director: Andre Muir
Executive Producers: Patrick Milling-Smith / Brian Carmody / Jaclyn Larson
Head of Production: Alex Hughes 
Producer: Manny Caston
Production Supervisor: Svetlana Dekic
1st AD: Adam Hein
Director of Photography: Oliver Millar
Production Designer: Maren Jensen
Casting Director: Jodi Sonnenberg
Wardrobe Stylist: Elise Velasco

PRODUCTION COMPANY (Documentary Shorts): Invisible Collective
DIRECTOR:: Justin Polk
EXECUTIVE PRODUCER: Tracie Norfleet
LINE PRODUCER: Adam Leeman
DIRECTOR OF PHOTOGRAPHY: Eric Tran
1ST ASSISTANT DIRECTOR: Michael Rubman
PRODUCTION SUPERVISOR: Congyu E
STYLIST: Brittany Thomas
SOUND: Evan Millard

EDITORIAL: Cabin Edit
Managing Director: Maggie Meade
Editor (Anthem/GF Film): Nathan Rodgers
Editor (Docu Shorts): Talia Pasqua
Assistant Editor (Anthem/GF Film): Dominique Machain
Assistant Editor (Docu Shorts): Rachel Hamburger 
Post Producer: Andrea Cantor 
Executive Producer: Adam Becht
 
VFX/FINISHING: Shape + Light
Executive Producer: Cara Lehr
Lead Flame Artist: Austin Lewis
Flame Artist: Pat Hunsberger
Flame Artist: Aaron Neitz
VFX Producers: Joe Abou Sakher
Creative Director: Rob Trent

COLOR: Blacksmith
Colorist: Mikey Pehanich 
Color Assistant: Sam Howells
Color Producer: Ashley Goodwin
Executive Producer: Charlotte Arnold

PHOTOGRAPHY: BÜRO
Photographer: Myesha Evon Gardner

MUSIC: Barking Owl
Creative Director: Kelly Bayett 
Executive Producer: Ashley Benton
Assistant Producer : Lily McCann
Composer: Jacob Plasse

SOUND DESIGN/MIX: One Thousand Birds
Sound Design/Mix: Hayley Livingston, Myra Al-Rahim
Additional Sound Design: Jackie! Zhou
Producer: Alex Berner-Coe
Associate Producer: Maya Kotomori

LICENSING & ART PARTNERS
Jelani Rice 
Ron Kurokawa
Nijalon Du'Boi
Getty Images 
XYZ Graphics

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David Gianatasio
David Gianatasio is senior editor at Clio Awards.

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