We launched Pride Brand Makeover to encourage brands and their creative partners to “make over” a recent campaign, and to reimagine it for the LGBT+ audience. We said we would pick the best, share and amplify them.
We worked hard to make it as easy as possible to enter because you told us you come up against so many barriers trying to deliver brave and inclusive work. It was free to enter. Anyone could enter. The work didn’t have to run. And you didn’t have to submit highly finished examples. Rough scamps would be fine.
We were humbled by your response. 24 campaigns were submitted. We gathered an auspicious jury from the advertising sector who whittled this down to a short list of ten. They then spent an afternoon in October debating each shortlisted campaign, and voted in secret to identify The Best. Which are (in alphabetical order):
Age UK, No-one should have no-one, by Drum
The Army, This is belonging, by Karmarama
Lloyds Bank, For the next step, by adam&eveDDB
Snickers, You’re not you, by AMV BBDO
Tommee Tippee, 24-hour-Mum, by MRM-Meteorite
Congratulations to everyone for making a commitment to LGBT+ inclusion and diversity, and especially to these five brands and their creative partners from whom we can all learn a great deal.
Watch the video to hear from some of our judges: