Pride is for the rainbow communities. But when brands come to the party it often looks it is made for what the straight-cis folk are “comfortable with seeing and accepting”. Instead of what is authentic for the rainbow audience.
During Pride New Zealand we turned Skittle’s global brand platform ‘Taste the Rainbow’ into statements of euphoria that connect authentically. We also partnered with Burnett Foundation to increase sexual health awareness during pride. Something that isn’t talked about enough.
We see queer, non-binary, trans, taktāpui being enabled to be their intimate selves. This may not seem significant to some, but in the context of the world where rainbow crossings are being painted over, anti-trans policies going through Government, books being banned etc it is really empowering to see.
Creative Agency: Colenso BBDO, Auckland
Role: Creative Director
Digital Design Director: Sonya Milford
Social Strategist: Syd Hargis
Producer: Jude Summerton
Photograpger/Videographer: Frances Carter / Loupe
Business Manager: Darcy Ellis
Senior Director: Jane Cathcart
Planning Director: James Tucker