The print ad created for Epal, an Icelandic furniture and design shop, for LGBTQ+ pride features colorful Montana closets in the colors of the pride flag, accompanied by the powerful copy: "Closets are made for beautiful things, not beautiful people." This clever and poignant message not only celebrates pride and individuality but also serves as a direct criticism of societal pressures and stigmas faced by the LGBTQ+ community.

The ad was strategically placed in Morgunblaðið, a legacy newspaper known for harboring a conservative and anti-rights demographic. This bold choice delivers a progressive and inclusive message directly to an audience that may be resistant to or uncomfortable with these values.

Epal is a prominent furniture and design shop in Iceland known for its contemporary designs. In celebration of LGBTQ+ pride, the company wanted to advocate for inclusivity and support the community in a meaningful way.

Situation

The legacy newspaper Morgunblaðið, known for its conservative and anti-rights demographic, presented a unique opportunity. Epal recognized this platform as a strategic avenue to reach an audience that may not align with progressive values,making the message all the more impactful.

Brief (or Lack Thereof)

While there was no formal brief for this campaign, the idea was born out of a shared vision between the agency and Epal. Inspired by the concept of inclusivity and the need to challenge prejudices, the agency developed the idea for a bold and compelling print ad.

Objective

Confront conservative views head-on by delivering a bold and unapologetic message supporting LGBTQ+ rights directly to Morgunblaðið's anti-rights demographic.

All kinds of closets.

We should all be able to be just the way we are.

Closets are made for beautiful things, not beautiful people.

Come out for Pride Day.

The print ad features closets mirroring the colors of the LGBTQ+ pride flag. Each closet represents diversity, individuality and the beauty of the LGBTQ+ community – reinforcing the idea that people, regardless of their identity should be celebrated and not hidden away. The closets portrayed in the ad also happen to be Montana closets, which Epal sells, adding an authentic touch that ties the message directly to their brand.