MGM: Universal Love

This was a special project and a great example of brand activism done right. Universal Love placed MGM Resorts at the center of an important conversation around inclusivity in music. Widespread global media coverage amplified this conversation and garnered valuable earned media for MGM. The music media in particular applauded our progressiveness:

"Shows the way forward for the music industry" (Rolling Stone)

RESULTS: 5 Cannes Lions. 2.5 billion media impressions, with the album ranked in 9th place in the Pop category on iTunes. It also increased positive perception of MGM Resorts among the LGBTQ community by 40%.