CAKE FOR ALL by David&Goliath

Date: Jun 2018
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On June 4, the Supreme Court ruled in favor of a Colorado baker who refused to bake a wedding cake for a gay couple because of a religious objection. The decision reignited a national conversation and outraged many gay rights activists. In light of this, cakes have become a symbol of division.

As an agency rooted in a culture of brave that encourages self-expression and living one’s truth, David&Goliath (D&G) showed its support of the LGBTQIA community and celebrated Pride Month by hosting “Cake for All,” an event held at the agency on June 21, followed by a social media campaign that will run through the end of June. Because the only divisive thing about cake should be whether you prefer vanilla, strawberry or chocolate. There’s nothing sweet about discrimination.

Four of LA’s top bakeries – Sweet Lady Jane, Duff’s Cake Mix, Magnolia Bakery and Hansen Cakes – came together and donated a total of 20 cakes to the agency. D&G employees were invited to decorate the cakes with personal messages of solidarity using D&G’s iconic ampersand. Employees wrote a series of two words on either end of the ampersand highlighting what pride means to them. Each cake was photographed on a different colored background that will be posted on D&G’s Instagram grid to represent the Pride Flag. Well-known Drag Queen Nikki Licious hosted the event and performed to a cheering crowd on D&G’s Brave Stage, adorned in a bedazzled cupcake costume and singing a set from Katy Perry.

As part of the effort, D&G created a Hate-Free cake mix in the form of a shareable :15 second instructional video, similar to the “Tasty” videos that are so popular on Instagram.

D&G will also post fun, animated gifs on Twitter with messages of inclusion such as “Cake doesn’t discriminate”; “Bake love not war”; and “Baked with love not hate.” On Facebook and LinkedIn, D&G will feature interviews with employees who are a part of the LGBTQIA community, discussing various topics related to their experiences and offering advice to those who might be struggling to embrace who they are.

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Agency: David&Goliath

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