| Title | Cards For All |
| Brief | The card aisle can be a frustrating place when you don’t actually feel represented, especially on Valentine’s Day.That’s why London Drugs worked with Rethink to launch the Cards for All collection—a collection of valentines designed to celebrate all love. It features more than 30 cards to help everyone share their love, regardless of the language they speak, how they identify, their sexual orientation, or the makeup of their relationship(s).We tapped dozens of local illustrators to create cards for their communities, which generally go unrepresented on Valentine’s Day.We wanted there to be a card for everyone, whether they’re straight, gay, bisexual, transgender, non-binary, or anywhere else on the LGBTQ+ spectrum. There are cards for common law, open relationships, and even non-romantic relationships—cards for a coworker, a single friend, or a roommate. As well as some of Canada’s most spoken and non-official languages, like Chinese, Farsi, Punjabi, Tagalog, and even Braille. |
| Agency |
Rethink Communications Inc.
|
| Campaign |
Cards For All
|
| Advertiser |
London Drugs
|
| Brand |
London Drugs
|
| Posted | December 2020 |
| Business Sector | Drugstores, Specialty Stores
|
| Story | The card aisle can be a frustrating place when you don’t actually feel represented, especially on Valentine’s Day.That’s why London Drugs worked with Rethink to launch the Cards for All collection—a collection of valentines designed to celebrate all love. It features more than 30 cards to help everyone share their love, regardless of the language they speak, how they identify, their sexual orientation, or the makeup of their relationship(s).We tapped dozens of local illustrators to create cards for their communities, which generally go unrepresented on Valentine’s Day.We wanted there to be a card for everyone, whether they’re straight, gay, bisexual, transgender, non-binary, or anywhere else on the LGBTQ+ spectrum. There are cards for common law, open relationships, and even non-romantic relationships—cards for a coworker, a single friend, or a roommate. As well as some of Canada’s most spoken and non-official languages, like Chinese, Farsi, Punjabi, Tagalog, and even Braille. |
| Problem | London Drugs Ltd. is a Canadian retail store chain with headquarters in Richmond, British Columbia. Its primary focus is on pharmaceuticals, electronics, housewares and cosmetics, with a limited selection of grocery items. |
| Media Type |
Case Study
|
| Creative Director |
Morgan Tierney
|
| Creative Director |
Leia Rogers
|
| Art Director |
Jake Gauthier
|
| Copywriter |
Greg Kieltyka
|
| Print Producer |
April Haffenden
|
| Print Producer |
Claire Khan
|
| Photographer |
Eric Arnold
|
| Strategist |
Darren Yada
|
| Strategist |
Aliz Tennant
|
| Strategist |
Samantha Cheng
|
| Studio Artist |
Jonathon Cesar
|
| Studio Artist |
Jan Day
|
| Studio Artist |
Steve Holme
|