2022
CREATIVE DIRECTION, CONCEPT DEVELOPMENT
campaign RolLOUT: paid social (tiktok/meta/snapchat/youtube), onsite (zalando), influencer activation, event, editorial partnership (nowness)
The Brief: Strengthen awareness among our European audience on GAP’s decades-long commitment to supporting the LGBTQIA+ community. Build beyond Pride with an authentic campaign that has lasting benefit.
The Idea: #SharingPride
To celebrate Pride this year with GAP, we handed over our platform to three Filmmakers within the Berlin LGBTQIA+ community. We allocated the majority of our campaign budget to support them in producing films that shared their interpretation of GAP’s core belief: The freedom to be yourself is the most profound form of joy.
The Rollout:
The films were showcased on Zalando and also across best-in-culture video platform NOWNESS with a homepage takeover as well as a buzzy Berlin launch event.
A little bit about our three Director talents (catch the full films on NOWNESS):
Born and raised in Germany by Turkish parents, Harun Güler grew up confronted by categorizations. In Limbo was shot in Istanbul and investigates the gap in-between cultures, identities and genders. A world outside the norms, free from clichés and expectations.
Australian director Adam Munnings takes off with the Berlin-based drag king collective The Venus Boys. A Trip To Venus is a film about drag and gender – and the conversation between the two. It captures the stories of trans, non-binary and assigned female at birth members of Berlin Collective, The Venus Boys.
Born in Singapore, Zoey Lee found her calling in Berlin. Her documentary is uplifting and poetic. Accepting yourself, creating community, making space, healing and nurturing – this film takes real stories of real individuals and weaves them together.