david jones - pride and diversity 2016

Australia's biggest retail client wanted to participate in the 2016 Gay and Lesbian Mardi Gras. Determined to do the community and the brand justice, we tackled the issue of diversity in the workplace and society through a film, social and an activation. 

It earned us a Cannes Lion nomination.

the film

We created our campaign around Australia's first transgender diva and a former employee of David Jones, Carlotta. By sharing her story we meaningfully discussed gay pride.

the windows and visual merchandising

Carlotta dressed the windows and we shared her inspiring transgender story in the iconic Sydney David Jones windows and instore.

activation

Carlotta hosted an instore event that took over four floors of the flagship Sydney store.

social media

We created dialogue around transgender rights and had incredibly positive engagement.

campaign and case study
Creative Team Sam Curcio and Anni Hall
Creative Director Russ Tucker
Creative Agency TBWA Sydney

film
Director Alexis Ayala
Stylist Jolyon Mason
Make Up Chris Coonrod