Discover Los Angeles has launched #everyoneiswelcome, a multi-million dollar integrated marketing campaign, to underscore these values.
The campaign has launched with an inspiring video, the first film piece created by Discover LA’s in-house creative team and produced by Mistress, an LA-based agency founded by Australian expats Damien Eley and Scott Harris
Diversity and inclusivity have always been cornerstones of Los Angeles culture – people from 140 countries who speak over 224 different languages currently call L.A. home, and it is one of only two U.S. cities without a majority population – and this community has consistently rolled out the red carpet for visitors from across the globe. There has never been a more critical time to reinforce these points than now.
Discover Los Angeles has launched #everyoneiswelcome, a multi-million dollar integrated marketing campaign, to underscore these values. The campaign will launch with an inspiring video, the first film piece created by Discover L.A’s in-house creative team and produced by L.A. based, Aussie agency Mistress.
In a new video released on Discover Los Angeles’ social channels is a visual metaphor of paper planes, embodying patterns emblematic of countries around the world, ‘fly’ into Los Angeles.
Set to the soundtrack of Los Angeles-local Father John Misty’s song, “Real Love Baby,” the film takes viewers on a journey through the streets and shores of Los Angeles including 16 locations.
The video features cameos from:
- Layla Shaikely, creator of the #mipsterz (Muslim hipsters) trend, who is seen riding a skateboard.
- Famed street art by Shepard Fairey (artist who created the iconic Obama ‘Change’ poster).
- Madonna’s choreographer Megan Lawson and her partner dancer, Jo’Artis Ratti (Big Mijo co-founder of Krump dance).
Other people featured were Angelenos plucked off the streets of LA in real-time.
“Diversity and inclusivity have always been cornerstones of Los Angeles culture, but there has never been a more crucial time to reinforce these points,” said Ernest Wooden Jr., President and CEO for Discover Los Angeles.
“As one of the planet’s most diverse metro areas with residents hailing from 140 countries who speak more than 224 different languages, Los Angeles is uniquely poised to launch such a campaign.”
The campaign rolled out digitally from today and will culminate with a surprise activation in early May.