Good Campaign of the Week is a regular feature that, like our prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
The Heterophobic Taxi Driver: Hailo's Equality Campaign
In the fast evolving taxi sector, Hailo had a fight on their hands so it was appropriate that they enlisted Irish agency Guns or Knives or their latest activation.
With an upcoming referendum on same-sex marriage, the brand spotted an opportunity – free taxi trips to local polling stations. An integrated campaign featuring rainbow taxis, and using the hashtag #DriveforEquality was launched. This caused some online buzz, many were pleased to see a liberal stance from Hailo, and the rainbow taxi looked great on Instagram.
But it is the follow up viral video which really caused a storm. It has drawn attention to both Hailo’s services, and the referendum itself. Encountering an archetypal loud-mouthed taxi driver and a hidden camera, customers in one cab could be forgiven for thinking they were in for a bigoted ride, but this taxi driver was a heterophobe – spending the drive complaining about having to pick up straight people. By turning homophobia on its head and into 'hetrophobia', the viral neatly illustrates the ‘No’ campaign’s contradictions.
The whole concept was conceived, executed, and launched within a week. Perhaps the most impressive aspect is that the driver is a real Dublin cabbie.
Some brilliantly written lines and hilarious reactions from customers means that this is a rare example of a hidden camera ad working well.
Watch the Heterophobic Taxi Driver Film Here
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.