On The Side Of Pride

By Brett McKenzie on Jun 28, 2019

Ten award-winning projects that celebrate LGBTQ pride

 

50 years ago today, the NYPD swooped down onto Christopher Street, ready to engage in yet another frustratingly frequent raid on the local bars and nightspots, intent on forcing an already marginalized community further into the shadows. But in the early hours of that fateful day, the patrons of the Stonewall Inn and the surrounding neighborhood finally had enough. What has since become recognized as one of the most critical events in the fight for gay rights began as a literal fight, with bricks and bottles, fists and feet pushing back against oppression..

Fast forward to 2019, and it's astounding to see the progress that has been made, both within the LGBTQ community and in its acceptance and celebration in the world at large. From same-sex marriage to the visibility of trans people, it's a very different world than the one that sparked the Stonewall Riots. And while there is still a long way to go, particularly in other countries around the globe, we can't help but marvel at how far the world has come.

In honor of this milestone year for Pride, we've gathered ten of our favorite LGBTQ-related projects from The One Show and the ADC Annual Awards.

 

 

1.

Title

Hidden Flag

Agency

LOLA MullenLowe / Madrid + Primo Content / Barcelona

Client

FELGTB

Annual ID

OS_EX19024B

Category

2019 Experiential & Immersive: Innovation in Experiential

 

Love of soccer is a global phenomenon; unfortunately, equal rights are not. So when the 2018 World Cup was held in Russia — a country where "LGBTQ propaganda", including the iconic rainbow flag, runs afoul of the law — LOLA MullenLowe of Madrid found a subversive way to show pride on one of the grandest stages of them all on behalf of FELGTB. Six fans donned the official jerseys of six national teams and formed the rainbow wherever they went on the streets of Russia. The fact that the World Cup begins during Pride Month was an added bonus.

"Hidden Flag" earned itself a Bronze Pencil for Innovation in Experiential at this year's One Show.

 

2.

Title

Pride Shield

Agency

Rethink / Toronto/Montreal/Vancouver + Morrison Films / Montreal + 1One Production / Montreal

Client

Fondation Émergence

Annual ID

OS_DE19012G

Category

2019 Design: Branding / Brand Installations

 

Taking a stand against rising anti-LGBTQ violence around the world, Rethink Canada partnered with Fondation Émergence to create a powerful experiment/installation to mark International Day Against Homophobia and Transphobia. Taking 193 rainbow flags — one for each country recognized by the United Nations — the installation demonstrates how the entire world can come together to stop violence.

"Pride Shield" impressed the judges of The One Show 2019, winning a Gold Pencil for Brand Installations.

 

3.

Title

PRIDE JERSEY

Agency

TBWA\HAKUHODO Inc. / Tokyo

Client

AIG

Annual ID

ADC_PRD19001G

Category

2019 Product Design: Design for Good / Product Design - Single

 

There are few sports out there as tough as rugby, and few rugby teams as tough as the All Blacks, the New Zealand national squad. So when team sponsor AIG wanted to use that toughness to demonstrate support for the LGBTQ community, it partnered with TBWA\Hakuhodo to develop a truly unique item of clothing. At first glance, it looks like a traditional All Blacks jersey, but stretch that fabric — as rugby players are apt to do on the field of play — it reveals a beautiful rainbow pattern just below the surface.

"Pride Jersey" was an unbelievable success at the ADC 98th Annual Awards, winning three Best of Discipline Cubes, eight Gold Cubes and a Silver Cube, not to mention a Gold Pencil and two Bronze Pencils at The One Show.

 

4. 

Title

Universal Love Songs

Agency

McCann / New York

Client

MGM Resorts International

Annual ID

OS_RA19007G

Category

2019 Radio & Audio: Custom Content

 

Ever notice how all of the greatest love songs are sung from the perspective of a man addressing a woman or vice versa? That's perfectly okay if you're in a heterosexual relationship, but it kind of limits the DJ selection for a same-sex wedding, doesn't it? Thankfully McCann New York and MGM Resorts have a solution. "Universal Love Songs" reimagines six classic tunes, recording them with famous artists who have adjusted the pronouns in the lyrics, making them perfect for same-sex couples to profess their love.

"Universal Love Songs" was a big hit at The One Show, winning four Gold Pencils, three Silver Pencils and two Bronze Pencils. The project also earned a Silver Cube at the ADC 98th Annual Awards.

 

5. 

Title

Type with Pride

Agency

Ogilvy / New York

Client

NewFest & NYC Pride

Annual ID

OS_DE18014S

Category

2018 Design: Typography / Typeface Design

 

The rainbow flag, the universal symbol for the LGBTQ movement, was devised by San Francisco artist and activist Gilbert Baker in 1978. When Baker passed away in 2017, Ogilvy New York teamed with Fontself, NewFest and NYC Pride to develop a free downloadable typeface in his honor. 

"Type with Pride" was awarded a Silver Pencil for Typeface Design at The One Show 2018.

 

6. 

Title

The Unbreakable Rainbow

Agency

180heartbeats + JUNG v MATT / Warsaw

Client

Unilever - Ben&Jerry's

Annual ID

OS_CD19005B

Category

2019 Cultural Driver: Cultural Driver

 

When a rainbow structure was installed in Warsaw, Poland to celebrate Pride, it was sadly burned down by violent homophobes. Each time it was rebuilt, it was destroyed, to the delight of a growing far-right nationalist movement. To combat the virulent hatred and show just how resilient love can be, 100heartbeats + Jung Von Matt developed a rainbow on behalf of Ben & Jerry's, one that could not be set ablaze. Made of light and water, the "unbreakable" rainbow was erected in the same space as the original.

"The Unbreakable Rainbow" won two Bronze Pencils at this year's One Show.

 

7. 

Title

The Voice of Change

Agency

Akestam Holst / Stockholm + Flickorna Larsson / Stockholm

Client

EuroPride 2018

Annual ID

OS_RA18001G

Category

2018 Radio: Broadcast / Any Length - Single

 

In a world of augmented and virtual realities, of social media-fueled stunts and intricate installations, you sometimes forget just how powerful simple audio can be. Stockholm's Åkestam Holst demonstrates this in a radio spot for EuroPride 2018, where the voice of a person transitioning from female to male is recorded over several months.

"The Voice of Change" earned Åkestam Holst a Gold Pencil at last year's One Show.

 

8.

Title

Destination Pride

Agency

FCB/SIX / Toronto

Client

PFLAG Canada

Annual ID

ADC_INT18021G

Category

2018 Interactive: Online / Mobile / Data Visualization - Single

 

Pride Month might be winding down, but pride itself is a 365-day journey. FCB/SIX Toronto and PFLAG Canadainvite you to take a trip, as they use thousands of data points sourced from all over the world to help display which potential travel destinations are more favorable than others in regards to LGBTQ issues.

"Destination Pride" won a Gold Cube and a Silver Cube at the ADC 97th Annual Awards, as well as four Silver Pencils at The One Show 2018.

 

9. 

Title

Los Santos Pride

Agency

Garbergs / Stockholm

Client

Stockholm Pride

Annual ID

OS_BE17100M

Category

2017 Branded Entertainment: Gaming

 

The virtual world of Grand Theft Auto V is richly detailed, extremely popular... and insanely violent. To make a global statement ahead of Stockholm PrideGarbergs developed a mod that inserted a pride festival right in the middle of the game's fictional city of Los Santos. In a world where bullets are far more plentiful than glitter, this parade is a delightful respite.

"Los Santos Pride" was awarded with three Merit certificates at The One Show 2017.

 

10. 

Title

Boys In The Street #PRIDE

Agency

Louisa Bertman / Cambridge

Client

Genero | Greg Holden

Annual ID

ADC_ILT19023M

Category

2019 Illustration: Animation / Single

We close off this list not with an audacious commercial or a big press-worthy campaign, but with a simple music video illustrated and animated by Cambridge, MA-based artist Louisa Bertman for the Greg Holden song "Boys in the Street". It's a sad but not uncommon story of a gay man and his father and how they come to terms with his sexuality.

Louisa's animations for "Boys In The Street" earned her a Merit certificate from the ADC 98th Annual Awards Illustration jury.

 

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