SodaStream International Ltd. today unveiled its newest video campaign tweaking classic portraits from the past to include the LGBTQ community.
Photographs endure the test of time, which is why SodaStream decided to revisit classical moments through an LGBTQ lens- from miners proudly posing in their rough work attire while kissing, and a beautiful transgender bride standing next to her proud mom to a same-sex couple attending prom, this campaign is meant to share the message that no one should ever have to hide who they truly are.
The bride featured in the video is Lila Blilat, a transgender woman whose personal journey is close to SodaStream’s heart. Her incredible journey from a traditional, nomadic muslim community to a liberated, proud woman who became the face of the 2019 Tel Aviv Pride Parade is inspiring. Lila is from the traditional Bedouin town of Rahat in Israel where the SodaStream factory is located. SodaStream actively supports this community by providing employment, especially for women, who are often not encouraged to work.
“At SodaStream we stand for people, no matter their origin, religion, gender or sexual preferences,” said SodaStream CMO Matti Yahav. “We are well-known for our fun and lighthearted way to convey important messages in our campaigns. This time around we wanted to strike another cord with a poignant and emotional campaign that anyone can – and should – relate to.”
Watch the new “Imagine a world” video.
“It’s a dream come true for me to have been chosen to be a picture-perfect beautiful bride in a global campaign. It gives me strength to continue to fight to be myself and to help others do the same. I truly believe this video helps share the love,” commented Lila Blilat.
SodaStream, part of PepsiCo, is the world’s leader in at-home sparkling beverage preparation. Sodastream bubbles are better for the consumer – healthy, easy to make, light to carry – and better for the planet. One reusable SodaStream bottle replaces thousands of single use plastic bottles. Products are available at more than 80,000 retail stores across 46 countries.