During Pride every single brand try to gain visibility by taking a stand for diversity.

We, as a media agency, wanted to celebrate it in a different way.

We wanted every brand to truly embody inclusion with actions and not just with ads.

For our OOH placements, we chose Milan, which during Pride week hosts a very important parade. Also, all the other local Pride movements in Italy look at Milan as their main stage, and lots of LGBTQ+ people reach the city every year to join the parade through the city streets, which ends in Porta Venezia - the neighbourhood of LGBTQ+ communities in Milan. We carefully selected placement with a strong relevance for LGBTQ+ communities in Milan and for joiners coming from other cities (Piazzale Lodi - busy square near the crowded restaurants-neighbourhood of Porta Romana - Cadorna Railway Station - in the middle of the city - and Porta Venezia - the neighbourhood of LGBTQ+ communities in Milan). Print placement, on the other hand, included major newspapers to reach a different target: companies and C-levels.

Using brand logotypes and colors we created a simple yet powerful visual that resembles the Pride flag. The headline reinforced our message, stating a simple truth.

Diversity makes everything more beautiful. Even an ad.

We then chose high impact media spaces (OOH and print) to deliver the message.

While the OOH lasted for 7 day from june 20 to 27 2021, it has been instantly shared on social media becoming one of the icons of Milan Pride Week.

Print ads, instead, appears in national newspaper and got involved in the dispute between the vatican and the italian parliament.

We generated 3.5M impressions, a stunning 93% positive sentiment for the campaign as much as for the brands.

And since it was a campaign for a media company, Dentsu donated 50% of the total media budget to LGBTQ+ charities.

Overall, the campaign showed that brand can be a shiny example of inclusivity and a powerful voice to inspire change. When they get together, they can get astonishing results.

By the way, the law against homotransphobic violence is on its way to approval by the Italian Parliament.