In Stockholm, during the pride festival, the famous chain transformed one of its stores into a wedding chapel, where people could actually get married. The campaign was carried out by the advertising agency Wenderfalck and was a great success.
One of the most recent and successful campaigns was carried out by Calvin Klein in June 2020. Due to the pandemic, it wasn’t possible to celebrate in the streets, so all of the events were online. This brand launched a collection inspired by Pride Day, but this time it went further: they sought to make the entire community feel represented by collaborating with models, activists and artists to give the collection a face. “We wanted to make sure the entire community feels represented, included and celebrated,” said photographer McGinley. Additionally, the brand partnered with the Global LGBT+ COVID-19 Emergency Fund to provide financial resources.
This brand was a pioneer in using advertising to express their support for the community for years. In 1994 they launched a TV commercial with a gay couple, which caused a lot of commotion and was attacked by conservative groups, but they didn’t stop broadcasting it. Their 2020 campaign, #BeSomeonesHome, focuses on delivering a message of respect and love. The brand masterfully used the concept “home” to refer to a place of freedom and security.
In 2016, Doritos launched a campaign to support the LGBT+ community and became the first fried food brand in Mexico to promote a message in favor of the LGBT+ community rights. Since then, their campaign has added a support platform and donations. In 2020, Doritos Rainbow focused on a donation campaign with the hashtag #1Beso1Donación, where for each digital kiss uploaded to the platform, a donation was made to Cuenta Conmigo, Diversidad Sexual Incluyente, AC.