Insight
Same-sex marriages, pride marches, and queer TV dating shows — even though our society becomes more and more open, queer people often feel different. And, as a consequence, less self-confident in their private and professional lives.
Somersby | Pride Campaign
More pride, more diversity: an attitude campaign for Somersby that empowered queer people and encouraged straights to stand up for equality.
Solution
A campaign that empowers queer people and anchors the brand values of the Danish cider producer Somersby in people’s minds: tolerance, joy of life and community. Since we wanted to achieve real impact and avoid rainbow washing, we worked together with a diversity expert, discussed authentic concerns and needs, and searched for a partner organization that we could support. In that case, the mentors of a network for training and empowerment called Queermentor. Their vision of "together for a diverse future" became our common over-all campaign claim.
Result
A large-scale OOH-campaign, digital communication as online films in which Somersby and Queermentor raise their voices #forastrongcommunity.
