National pride campaign.

The first weekend of every July,  cities across Canada come alive with rainbows of love, diversity, and inclusion. ‘Connected with Pride’ is the strategic positioning and tagline we helped Rogers create to show their support for the LGBTQ community. Two mobile phones slightly rotated to become a heart make for a powerful brand statement. We then designed campaign creative to reach three core applications; internally with Rogers 23,000+ employees;  externally at 500+ retail stores, kiosks, affiliate spaces; and digitally across payed and earned digital media.

scope: 
Advertising Campaign, Art Direction, Brand Identity, Copywriting, Digital/Print Collateral, Environmental Graphics, Event Branding
role: 
Creative Director

Working with the diversity and retail teams, we helped define the branding for internal and external communications for the locations as well as retail stores across the country. Merging brand shapes, pride stripes and mobile device to create an icon that reflected our commitment to inclusion and diversity.Central to the week long Pride event is a parade running through Toronto’s core. The parade route runs parallel to multiple retail stores and Rogers corporate main campus.

As creatives we sometimes forget our ability to influence the way the people see and feel the world. Bridging connections, inspire action and creating awareness is threaded throughout everything we do. Most of the time ‘it’s just part of our job’, but sometimes we get to use that skill for something more meaningful. Connecting all of us with pride.

Campaign creative holistically lead retail, social, print, pop and experiential executions.

Watch the digital signage / promo spot.

KJ_Folio_Rog_Connected_03

Interested in designing a campaign that engages employees, inspires ideas, and creates culture — we should talk.