Project: Global Pride campaign
Brand identity, conceptualization and execution of ‘PROUD’, a broad-based global initiative to visibly demonstrate Scotiabank’s support of the LGBTQ2+ community. With a focus on humanity, we featured Scotiabank employees from the LGBTQ2+ community across Canada and Latin America. The communication was to be authentic and bold, bringing awareness to organization as an employer and institution that celebrates, and stands for, diversity and inclusion.
Creative was adapted across various tactics including branch wraps, in-branch collateral, 3D installations, social, video, digital, e-blasts, posters, pull-up banners, media walls, swag, public transit spots, and also across various degrees of acceptance in the Regions (e.g. antiLGBTQ2+ areas overseas, proLGBTQ2+ in Canada).
Languages: English, French, Spanish
Creative Direction: Ashley McKenzie-Barnes
Lead Photography: Matt Barnes
Graphic Design: Krystian Fernando, Samvit Kaura, Ashley McKenzie-Barnes
Video: Philipp Schalast
November 8, 2018