Mercedes-Benz Canada: advert-body-1 by BBDO Toronto

Mercedes-Benz Canada is using the transformative power of art to show its support for the LGBTQ2 Community. A recently-unveiled mural sends a message of love and inclusivity to passers-by in Toronto, while the corresponding digital campaign takes a stand against abuse and hate speech on a national scale.

“We wanted to take a stand and shine a light on the real effects of hate speech and homophobic/transphobic vandalism,” says Virginie Aubert, Vice President of Marketing at Mercedes-Benz Canada.

BBDO Toronto, Mercedes-Benz Canada’s agency of record, developed the concept and commissioned Toronto-based queer artist Thomarya “Tee” Fergus to create a mural that was inspired by conversations with people from the LGBTQ2 community who have experienced hate speech, bullying and discrimination. Based on their stories, Fergus created a mural she hopes will encourage healing.

The interviews and the process of creating the mural were captured for a short documentary. The five-minute documentary, Painted with Love, is part of a digital campaign that aims to show the real impact of hateful words and slurs by sharing the stories of those who have been affected by them.