Develop a campaign to celebrate Pride Month in a fresh and meaningful way.
Solution
Rather than relying on the typical rainbow-heavy approach, I created a more subtle yet still vibrant celebration of Pride Month. To add depth and a unique brand perspective, I incorporated gender symbols into the Topman and Topshop logos, adding a playful and inclusive element to the campaign.
Challenges
The restrained approach faced some pushback, as there was concern that other retailers would adopt a more overt use of the rainbow flag. Additionally, the idea of modifying the brand logos to reflect gender identities was bold and complex, presenting a risk but also offering a relevant, inclusive and thoughtful message for Pride Month.
Outcomes
Ultimately, this campaign creative was not chosen due to potential complications around gender representation in the press.
