The print ad created for Epal, an Icelandic furniture and design shop, for LGBTQ+ pride features colorful 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 and strong brand identity. 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 copy plays on the metaphor of "coming out of the closet" and flips it to highlight that closets are made for beautiful things, not for hiding beautiful people. This clever twist makes the message memorable and impactful, inviting readers to reconsider their views and challenge stereotypes.

The inclusive nature of the message aligns perfectly with the rainbow-colored closets, advocating for acceptance, equality, and representation. It creates a clear stance against prejudice and discrimination, advocating for the beauty and dignity of every individual.