Skapto: Last Year we Rated Love over Hate, Now we Let People Choose Love over Hate
The Brief
Exactly a year ago we showed our support. Now we stand our ground and clearly state our commitment to support the Sofia Pride and the fight of the LGBTQ community towards equality.
The aggression against the first editions of the pride has now been transmitted from the streets to social networks. It becomes obvious from the campaign of Skaptobara restaurants as we decided to openly support the LGBTQ community for the first time in 2018.
In hindsight, we could say it became painfully clear that the situation with some basic human rights for the LGBTQ folks is not all that peachy.
Well, but do you know what?
Maybe there is hope for love. We let people decide.
Idea and reaction
We crafted two burgers, almost identical. House baked brioche bun, hundred percent fresh ground beef, goat cheese mousse, marinated beets, baby spinach, peaches*, pesto-mayo.
Almost identical, but not quite. One is wrapped with the love, people showed us last year; and another is wrapped in the hate* people sent our way.
The choice is yours. The choice is symbolical. But isn’t this the first step towards normalcy?
“The choice is symbolic. If you choose hatred, you will get a burger without the best ingredient listed on the menu, which is the price of hatred.”, said Nikolay Dievski from Skaptobara.
And our main goal was to start a dialogue between people having different opinions. We offered everyone that in case they spot someone with an opposite stance in the comment section of our post on Facebook, they should invite them to a reasonable discussion while having a Love and a Hate burger. And we provide free fries to further nurture it.
Comments
Despite hundreds of angry comments, one burger still paved the way for dialogue on social networks.
Media
Radio Free Europe
In early June, Skaptobara Restaurant offered its customers the choice of a “hate-wrapped burger and a love-wrapped burger.” The campaign was accompanied by an inscription “Love / Hate”, colored with rainbow colors.
Angel Iskrev from proof. — The agency that created the restaurant’s campaign says that this is the path to normality. “Whether we walk it in the next two, five or ten years depends on all of us.”
“In my view, brands have the power to fight for such causes. In the past, this has always been the case. Craftsmen supported the suffragette’s demands for the right of women to vote. The first US Pride was also backed by brands. ”says Iskrev.
German media
Score
As we let people decide, we also kept a score of the orders, Love won…
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creative director: Angel Iskrev
junior copywriter: Tsvetoslav Tsonev — Tsuro
client service director: Sava Ahmakov
web designer: Radoslav Panev
graphic designer: Todor Argirov
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