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Penguin Pride

Type of work:

Print, Digital, Identity, Event Graphics, Animation

https://www.penguin.co.uk/campaigns/pride/

The Penguin Pride 2018 campaign focusing on looking to the future of the LGBTQ community and showcasing a new generation of talent. The rainbow flag has been dissected into its 6 individual colours and used minimally and playfully to create bespoke and expressive content. The individual 6 colours can come together as the iconic rainbow flag to represent a community made out of individual people with their own backgrounds and identity.

A black and white theme also runs through the creative, a nod to the Penguin logo as well as written literature, and also as a reaction to the trend of brands disingenuously using the rainbow flag.

The campaign ran across digital, print, social and live events where the audience are encouraged to express their individuality, but come together in celebration to form a community.


Colours of the rainbow flag were separated out to be used on individual posters, forming the famous pride rainbow as a set.

Colours of the rainbow flag were separated out to be used on individual posters, forming the famous pride rainbow as a set.

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The iconic Penguin logo - holding hands and flicking between the 6 rainbow flag colours. A clear statement that Penguin Pride Represents that anyone can love anyone without discrimination.

 

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The social content promoted the acts and artists performing at Penguin Pride Live, and had more of a festival look and feel to it, with playful doodled hearts and a hand drawn typeface and ripped paper motif, but still fit in with the overall campaign style.

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Festival and event goers were encouraged to pick their favorite colours to express their individuality, but the rainbow colours came together when in a group to represent and celebrate the identity of the LGBTQ community. This aimed to treat people within the community as individuals.

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