June is Pride Month in many countries around the world and we’ve rounded up a few winning campaigns from the Effie vault that honor the LGBTQ+ community, during Pride Month and all year round.
OREO – Proud Parent
Client: Mondelēz International
Lead Agency: 360i
Contributing Agencies: PFLAG, Sanctuary Films, PS260
For over 100 years OREO has believed in nurturing lifelong bonds. OREO created #ProudParent, a yearlong collaboration with PFLAG, the United States’ first ally organization, to encourage parents to come out in support of their LGBTQ+ kid.
The campaign created a worldwide cultural firestorm and inspired a heartwarming movement of parents coming out in support of their kids. This earned Mondelēz International and lead agency 360i a 2021 Silver Positive Change Effie US Award. Watch the case video.
World Pride 2019
Client: Mastercard
Lead Agency: McCann New York
Contributing Agencies: Carat, Ketchum, Octagon, BMF
For WorldPride 2019, Mastercard and lead agency McCann New York had its biggest opportunity yet to deliver real change for the LGBTQIA+ community. They shone a light on the most marginalized within that community—transgender and non-binary individuals—to identify a pain point too often brushed aside. With a product innovation—allowing customers to change their credit card name to their True Name—and a symbol of inclusion, they offered a simple yet powerful solution.
The result was a tremendously positive response within the LGBTQIA+ community and real change driven within the financial services industry—as well as winning 2020 Gold, Silver and Bronze Effie US Awards. Watch the case video.
Redd’s – Más marica el que no ama
Client: Bavarian
Lead Agency: Draftline / La Fabrica
Contributing Agencies: Zenith Media (Colombia), Dattis
In Columbia, Pride Day (El Día Internacional del Orgullo) is still a day of rejection and fear for many LGBTQ+ individuals. Redd’s Beer wanted to confront the words used to drive this discrimination head-on. They took a sometimes derogatory term for the LGBTQ+ community—queer—and turned it into a movement of inclusion and tolerance, installing a mural with the phrase, “Más marica el que no ama.”
By changing the conversation on Pride Day in Columbia, Redd’s and lead agency Draftline / La Fabrica were finalists in the 2019 Effie Columbia competition. Watch the case video.
Out and Proud for Mardi Gras
Client: ANZ Bank
Lead Agency: TBWA
Contributing Agencies: Eleven Pr, PHD Media
When ANZ was invited to step up as inaugural Principal Partner of Sydney Mardi Gras, it took its support for diversity and inclusion to a whole new level of pride. Introducing the world to the GAYTM’s, ANZ went on to transform an entire bank branch in a complete GAYNZ rebrand and to launch a culturally relevant #HoldTight rallying cry for LGBTQI equality before coming back full circle to celebrate the legalization of same-sex marriage.
Driving positive sentiment and an untargeted ROI of 108%, ANZ was named AWEI Australian Employer of the Year for inclusion in 2017. Driven by their effective effort, ANZ Bank and lead agency TBWA were finalists in the 2018 Effie Australia competition. Read the case study, which is complimentary through July 15, 2022.
Doritos – Rainbow pela diversidade
Client: PepsiCo
Lead Agency: AlmapBBDO
Contributing Agencies: In Press Porter Novelli, GAEL
Doritos was beginning to lose its strength in Brazil and increasingly faced indifference from its target consumer, millennials. So they set out to redefine the meaning of their slogan “for the bold.” During Pride Month, Doritos brought the ‘Doritos Rainbow’ to Brazil: a limited edition with colorful tortillas in tribute to the movement, paired with the message, “’nothing is bolder than being yourself.”
Through a multi-step campaign driving awareness, donations to a nonprofit that houses unhoused LGBTQ youth, and support for the cause, the campaign earned Doritos and lead agency AlmapBBDO a 2017 Bronze Effie Brazil Award. Learn more about the campaign.
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