Agency: dentsu
: dentsu / Market: Italy

Every year more and more brands support diversity in Pride. It is not only the right thing to do, it is what consumers expect. Participated in Pride also offers an opportunity for radical collaboration across industry and sectors. That’s why in 2021 we curated a unique collection of global brands to take part in a two-week pride campaign, Rainbow Brands, supporting LGBTQ+ communities in Italy. Bringing these ten brands together made them into an integrated symbol of Pride.

The concept of the campaign was a multi-brand rainbow to honor the rainbow flag that represents the LGBTQ+ communities. KFC, Very Mobile, Sky, Plasmon, Pringles, Wind Tre, Heinz, Nestlé, Fastweb and Engie all took part in this innovative campaign to challenge perceptions and promote equality. Each brand was highlighted using a colour from the flag and unified under a simple message: “Diversity makes everything more beautiful, even in an ad.” The campaign brought splashes of colours to both print and outdoor media, including an eye-catching feature at a train station in Milan, where it reached more than 1,365,000 people over seven days.

In the national newspaper, Corriere della Sera, we boldly placed a campaign advertisement which urged lawmakers to push back on anti-homophobic laws directly under a story about the Vatican. Press coverage in two publications on 23 and 24 June reached 634,881 total readers, while influencer marketing yielded more than 400,000 impressions for 30 pieces of content.