Pride Real Models

Challenge

Both the Vodafone brand and employer VodafoneZiggo actively strive for an inclusive society in which everyone experiences the freedom to be themselves. As the main sponsor of Utrecht Pride, Vodafone was looking for an overarching concept to use its technology and media for ‘a better future’ for the LGBTQIA+ community.

Concept

A majority of LGBTQIA+ young people look to the media for role models. Outside of the mainstream media, the local LGBTQIA+ role models that they can identify with are often less visible. As the main sponsor of Utrecht Pride, Vodafone wants to show how diverse the Dutch LGBTQIA+ community is and give everyone the feeling of freedom to be yourself. With the real-time, user-generated ‘Real Models’ campaign, we offered a platform to real faces of the community. The message was thus successfully spread thanks to the community itself.

Art direction

Within the creative team at Glasnost, I was responsible for delivering the key visuals for this campaign. I provided the art direction for the approved concept and made sure the design elements were ready for real-time execution on the day of the Pride event.

Photographer: Jip Broeks

Full list of team credits here.