| 剧情简介 | Context: Peru is one of the most homophobic countries in the world, where same-sex marriage is still illegal, and where attacks and humiliations against same-sex couples happen every day. Paradoxically, Lima, its capital, is one of the most romantic places in the world. With dozens of parks and monuments dedicated to love, and one that represents them all: "The Kiss," a giant sculpture of a man and a woman installed in the "Park of Love" and which has witnessed love encounters for 30 years. Problem: However, 30 years later, "The Kiss" monument's depiction of a man and a woman's kiss does not accurately represent all couples, given the country's deep-seated issues with inclusivity. It often serves as a symbol of exclusion, reinforcing the notion that love should only be between a man and a woman, further alienating same-sex couples. Homophobes even use it as a tool to legitimize their discriminatory beliefs. Idea: Yape, the virtual wallet that revolutionized the way Peruvians pay, decided to show that love has also evolved. Thus was born "The Kiss of Everyone." During Valentine's week, when all brands were thinking about promotions and offers, we decided to give a message of inclusion. We installed a giant replica of "The Kiss" platform, but instead of the hegemonic couple, we invited couples of all types to recreate it with their own version. Hundreds of couples joined, and the action became the most viewed of the Valentine's season. The generated content also became global news and the most viewed of the brand on TikTok in its history. |