| Title | Pride behind colours |
| Agency |
Ogilvy Italy
|
| Campaign |
Pride behind colours.
|
| Advertiser |
WPP Italy
|
| Brand |
-
|
| Date of First Broadcast/Publication |
2023 / 6
|
| Business Sector | Advertising Agencies
|
| Tagline | Where others see only colours, we see the fight. |
| Story | 'Where others see only colours, we see the fight': this is the message behind WPP Italy's new campaign dedicated to Pride rights during the Pride Month in Milan. The campaign, signed by Ogilvy, Italy is meant to break the traditional way Pride is represented, often using the rainbow colors to promote the LGBTQ+ community rights, thus sometimes misrepresenting the true nature of the movement and failing to provide a relevant contribution to a fight for human rights. |
| Philosophy | The very true essence of Pride is first and foremost a fight for the right to love and be loved. Here's why the campaign features original black and white photos of LGBTQ+ community members walking with posters in Parades across different years and countries: the posters recall the urgency for those rights to be accepted, and the strength of a global community waiting for them to be recognized. |
| Problem | The campaign is meant to break the traditional way Pride is represented, often using the rainbow colors to promote the LGBTQ+ community rights, thus sometimes misrepresenting the true nature of the movement and failing to provide a relevant contribution to a fight for human rights. |
| Media Type |
Billboard
|
| Market | Italy |
| President & Chief Creative Officer |
Giuseppe Mastromatteo
|
| Chief Executive Officer (CEO) |
Roberta La Selva
|
| Executive Creative Director |
Lavinia Francia
|
| Executive Creative Director |
Francesco Basile
|
| Head of Strategy |
Luca Tapognani
|
| Senior Strategist |
Melike Akyar
|
| Head of Production |
Sanam Bartoletti
|
| Producer |
Lorenzo Alaimo
|
| Print Producer |
Milena Sirtori
|
