Exposure Digital


Reacting to Words of Hate with Works of Love for Pride


At a time where brands compete to be noticed during the Pride celebrations, we joined forces to make a real difference with 20-years-trusted voice within the LGBT+ community: Smirnoff. They wanted to do much more than just fly the Pride flag this year, and this summer, we’re proud to have launched Smirnoff’s #ChooseLove campaign: a reactive, social initiative that took an artistic stand against anti-LGBT+ trolls.

Every year, the Pride celebrations can be a reminder that the fight to eliminate homophobia and transphobia continues onwards. So to have a positive impact on this, we monitored social media platforms to identify anti-LGBT+ posts, and a taskforce of dynamic and socially engaged illustrators reacted to these messages of aversion with bespoke artwork of love.

By taking the offensive tweets out of the hidden, personal, digital environment and reacting in a thought-provoking and positive way, the Smirnoff #ChooseLove campaign successfully spread love and brought the issue to the public’s attention in a defiant way. Our aim was to encourage a dialogue of understanding, respect and compassion on both social media and in wider society.

Check out the Smirnoff #ChooseLove collective for all the works of love on their IG channels here:

Becca Human - instagram.com/becca.human


Matt Lyon - instagram.com/c8six


Marylou Faure - instagram.com/maryloufaure

Ricardo Bessa - instagram.com/rbessaaa

Charles Hutton - instagram.com/instachaaz

Lucas Levitan - instagram.com/lucaslevitan