Category: Beauty
Media: Digital, Web Film
Brand: L'Oreal
Agency: Kettle
Geo: United States
Advertising Agency: Kettle, New York, USA
Creative Director: Olivier Peyre
Art Director: April Ryde
Copywriters: Jess Jacobs, Dan Alvarez
Director: Ian Grody
Associate Creative Director, Post-Production: Matt Brant
Producer: Mary Beth Mitesser
Featured Artists: Adam J. Kurtz, Loveis Wise, Mohammed Fayaz, Isabel Castillo Guijarro
Published: June 2018
Synopsis:
Pride brings us together. To celebrate that, we paired four LGBTQ+ artists with four L’Oréal USA employees to create #SignsOfPride that speak to their shared journeys. Then we premiered them at the New York City Pride March. This is the story of those signs. Featuring Adam JK, Loveis Wise, Isabel Castillo Guijarro, and Mohammed Fayaz.
To celebrate Pride and their diverse employees, L’Oréal USA shared four unique stories of employees and their reasons for marching through the lenses of LGBTQ+ artists. The social video campaign showcases four collaborations between an LGBTQ+ artist and a member of Out@L’Oréal—the company’s think tank for LGBTQ+ rights—to create #SignsOfPride that speak to their individual experiences, yet shared journeys. The signs were premiered at the New York City Pride March, where hundreds of L’Oréal USA employees marched with the signs in tow.
Created by Kettle, the pairs sat down in the weeks leading up to the March to discuss their Pride journeys and what makes 2018 particularly special. The featured artists then transformed those conversations into artwork for employees to parade as signs. The video includes highlights of the conversations and creative process, culminating with the artwork reveal and artists marching side by side with L’Oréal USA employees.