UNE-T/Council of the Youth of Spain/Consejo de la Juventud de España, Boys Kiss

The Spanish Youth Council is a non-governmental organization formed by many delegates from the young sections of very different organizations such as political parties, Catholic organizations, trade unions, Red Cross, Greenpeace, etc. The purpose is having only one voice for communicating youth demands to the government and administration.

According to Hugo García at Absolut, which created the campaign, the spot "was the main piece of a whole campaign which aimed encouraging young people to join associations of any type: ecology, art, solidarity or whatever. As a matter of fact, our campaign motto was 'UNE-T MULTIPLICA TUS POSIBILIDADES,' or 'JOIN AND MULTIPLY YOUR CHANCES' and the message we tried to transmit to our public, with success, is that the best way for reaching your purposes is joining other people with same intentions, same attitudes, same objectives, so that your efforts will be multiplied.

"We were targeting every single young man and woman, gays and lesbians also. There are different images of young people demonstrating along the streets, playing soccer, attending a lesson at school and, at the end of the spot, shooting an amateur movie in which two young men were kissing passionately."

The ad wasn't widely seen, however. Although the groups represented receive financial support for communication campaigns, they didn´t receive any support in this occasion because of the inclusion of a gay scene.

Hugo explains, "Even though we and our client explained that it was just a reflection of our society and we were showing different attitudes that belong to everyday life," the funding was withheld, so there wasn't enough budget for a TV element to the campaign.