Jim & Jim and Sprite are committed to more openness, tolerance, and "meeh hugs"

Many young people are confronted with hate comments on their social networks. The campaign aims to combat this by appealing to them to respond positively to the comments and thus invalidate them.

For the implementation of "I Love you Hater" a series of emotional videos were produced featuring well-known musicians, athletes and polarizing people. Four protagonists, who are repeatedly confronted with hate comments on social media, speak out in favor of openness and tolerance. These include Swiss rapper Pronto Dinero, Swiss basketball player Emma Chardon, singer and former professional athlete Lucas Fischer and professional skater "Timmey".

The campaign is designed for use in the digital environment and on social media. Jim & Jim was responsible for the overall management. The concept and storyline were developed in close collaboration with Hillton Productions. The campaign was directed by the directing duo "Animals".

Involving affected people in the concept

In the run-up to the campaign, we worked with young people from the target group and those affected by social bullying to evaluate which "pain points" exist among young Swiss people that can lead to cyberbullying and which currently trigger the strongest emotions and reactions. Based on the insights from the community, four main pain points were identified: Appearance, origin, sexual orientation and demeanor. 

Accordingly, the four protagonists were selected in collaboration with Hillton to convey the message based on their own story.

Unusual locations as a contrast to the hate comments

In different locations, the protagonists talk about their formative experiences with cyberbullying and how they used the hate comments as motivation and learned to deal with them.
In addition to the main video, various content pieces were produced for use on the social channels of the characters and sprites.