LoveShare

Back in 1969, the agency Martin and Woltz (now The Martin Agency) created the “Virginia is for lovers” campaign for the Virginia Tourism Corporation. It went on to become one of the most recognized tourism slogans of all time, and what Advertising Age called one of the more iconic ad campaigns of the past 50 years.

In the wake of the violence at the “Unite The Right” rally in Charlottesville, it was time to remind the world what Virginia stands for.

For the next evolution of “Virginia is for lovers,” Alkemy X was tasked with creating “LoveShare,” a short film series that brings together different groups of real people for a variety of scenarios grappling with issues of race, sexual identity and class. Our subjects were given a vacation in Virginia; as they challenged us on important social issues, we challenged then to see Virginia in a different way.

The goal of “LoveShare” campaign was to position Virginia as a place that brings all people together, even those who don’t necessarily see eye to eye, to share the things they love.

Through shared experiences, common passions and getting up-close to Virginia’s culinary scene, people who have their differences were reminded that the things they share are much bigger than the things that divide them. And in the end, proved Virginia really is for lovers.

The campaign effectively increased the visibility of Virginia as a tourist destination, with the tourism department receiving an increase in its number of inquiries.

The work was also featured in ShootOnline as the SPOT OF THE WEEK and on AdWeek, two very humbling honors for Alkemy X.