Sometimes being in the moment isn't enough. Sometimes you need to act on it.

Originally conceived with the idea of using actual Twizzlers as an equal sign in support of marriage equality, I posted this image on the Twizzlers FB page. The feedback on that was a spark that over the next 24 hours, would yield a social experiment called THE BRAND EQUALITY TUMBLR, a site that an unnamed copywriter and I created with the goal of justice and transparency.

This is the Brand Equality site we created, that eventually housed images like the one above for several brands and became a hotbed of converstaion for a couple days.

This site continued to have an effect, as the DOMA ruling was overturned, brands such as Garnier uploaded images for their brands using the design template we originally posted. 

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Wanting to capitalize on the moment, a couple collaborators and I stayed up for the next 24 hours straight, creating images of brands we knew were for AND against equality, and created a stage as to which they were able to request removal. We received numerous posts from brands asking not only to keep theirs up, but those reaching out to let us know they were pro-equality, and sharing their own version of our now recognizable template. Brands including HYATT, American Airlines, Chipotle, Urban Outfitters, THREADLESS, LEVIS, and Sir Richards Condoms reached out with support.

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We instigated a debate on transparency and the point of view that the public should have the right to know where the brands they support stand, which would allow them to (re)align themselves with those brands that held the same beliefs as they do.

The MARC JACOBS camp was so enamored with our post for them, that they posted it on their blog. Score.

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And you know when Pete Cashmore tweets about your site, you've garnered some interest.

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Which in turn, got us some serious attention on Mashable after this article.

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And the ad community had all sorts of things to say about our experiment.

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This experiment was a success. From thousands of visits sparking & facilitating conversation and a social dialogue, to brands reaching out to share their own red squares with our watermark, we achieved what we set out to do.