ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Promotional / Collateral / Series
Annual ID
ADC101_ILT086M
About the Work
Background:
Outside of Pride month, people don't think about the 2SLGBTQI community. But Egale Canada (a non-profit 2SLGBTQI advocacy organization) wanted to bring the queer community to the forefront and drive donations during the Christmas season – as their research showed it’s one of the toughest times of year for over 60% of queer individuals.
Insight:
With the rainbow-colored lights, glitter, campy sweaters, and non-stop Mariah Carey – the holidays are actually surprisingly queer.
Idea:
We created a poster series combining playfully campy illustrations with headlines that reveal the connection between holiday traditions and queer culture. These posters stood out to show why the holidays are a natural time of year to support 2SLGBTQI causes. These ran in the month of December 2021 across the Greater Toronto Area, Canada's largest market.
Results:
The campaign successfully put a spotlight on the 2SLGBTQI community during the holiday season and generated:
- A 267% increase in individual donations, of which 62% were from first-time donors.
- Over 4 million earned impressions with coverage from news, trade, and 2SLGBTQI publications.
Outside of Pride month, people don't think about the 2SLGBTQI community. But Egale Canada (a non-profit 2SLGBTQI advocacy organization) wanted to bring the queer community to the forefront and drive donations during the Christmas season – as their research showed it’s one of the toughest times of year for over 60% of queer individuals.
Insight:
With the rainbow-colored lights, glitter, campy sweaters, and non-stop Mariah Carey – the holidays are actually surprisingly queer.
Idea:
We created a poster series combining playfully campy illustrations with headlines that reveal the connection between holiday traditions and queer culture. These posters stood out to show why the holidays are a natural time of year to support 2SLGBTQI causes. These ran in the month of December 2021 across the Greater Toronto Area, Canada's largest market.
Results:
The campaign successfully put a spotlight on the 2SLGBTQI community during the holiday season and generated:
- A 267% increase in individual donations, of which 62% were from first-time donors.
- Over 4 million earned impressions with coverage from news, trade, and 2SLGBTQI publications.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
TAXI
Art Director
Kyle Simpson
Logan Franklin
Copywriter
Mike Richardson
Zachary Richman
Chief Creative Officer
Alexis Bronstorph
Kelsey Horne
Group Creative Director
Allen Kwong
Illustrator
Basar Bellisan
Meric Karabulut
Producer
Cherie O'Connor
Strategist
Amy Delafontaine
Account Director
Katherine Tomlinson
Director of Communications
Jennifer Boyce
Development Coordinator
Neha Jayaram
Director of Development
Mark Fellion
Marketing Coordinator
Jonathan Cafarelli
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