Baldwin& Wins at ANA Multicultural Awards for Ponysaurus Brewing Co’s #FundForTheFabulous Campaign
Baldwin&, an independent agency focused on building purpose-driven brands, received Grand Prize honours at last night’s ANA Multicultural Awards for its outstanding work in partnership with Ponysaurus Brewing Company for the LGBTQ+ community.
“We have always believed that the purpose of creativity is to be a force of positive change in the world,” comments group creative director Emily Watson. “We were hurt when the Lt. Governor used his position and church podium to call North Carolinians he serves ‘filth.’ So we decided to help him do a nice thing for the LGBTQ+ community, whether he wanted to or not.”
Last year, North Carolina’s Lieutenant Governor Mark Robinson (he/him) went on an all-out assault on the LGBTQ+ community in our state, standing up in churches and making hateful speeches calling LGBTQ+ people 'filth,' and saying things like 'at least dung has value.'
Ponysaurus Brewing Company and Baldwin& quickly worked with LGBTQ+ charities and influencers to create social posts, videos, and a website to launch the Lt. Governor’s 'Fund for the Fabulous.' For the remainder of his term, a portion of all profits from Ponysaurus’ 'Don’t Be Mean to People' beer will go to support the LGBTQ+ community, all in the name of his illustrious title.
Ponysaurus’ director of marketing Sarah Voran adds, “At Ponysaurus, we don’t just make beer, we create community. And that means standing up for the rights of others to create a culture of acceptance. The Lt. Governor may think he hates his constituents, but because we believe in the goodness of everyone, we decided to show there's another way.”
In addition to Baldwin& and Ponysaurus Brewing Co., three North Carolina companies came together to help the state do the loving thing including Myriad Video, Odyssey Narratives and 11 Dollar Bill.
Ponysaurus Brewing Co.’s campaign features members of the local LGBTQ community calling him out, a social and influencer campaign, a sincere invitation to sit down and talk from Ponysaurus’ founders, a website, bar-toppers, merch and more. It continues to evolve, finding new ways to shower the Lt. Governor with love in order to change his mind by showing him that LGBTQ+ people are people deserving of love and respect – including the delivery of hundreds of hand-written Valentine’s Gay cards to his office.
#FundForTheFabulous was an immediate success in the media, getting coverage in every major news site in the state, a TV and digital feature on Spectrum News, and national stories on sites like People Magazine, The Hill, and The Human Rights Campaign. Additional results include:
- 61 Million Earned Impressions
- 3x Average Engagement in social
- 72% Increase in Impressions
- 0 Media Dollars
Don’t Be Mean to People was created five years ago in response to North Carolina’s restrictive HB2 law that aimed to limit LGBTQ rights. A portion of proceeds will continue to go to support LGBTQ charities, including one that helps trans kids go to summer camp.
