CONCEPT & CREATIVE DIRECTION
The project started with brainstorming a creative direction, including a campaign logo, marketing support and activation ideas. It was important to take into consideration the event's presence in America's capital and think through how Giant could represent itself as a staple in the local community. Playing into Giant's recently updated identity, "This is Home", the result was the campaign slogan, "This is Pride", paired with a World Pride logo and kit of avatars meant to represent the diverse group of people that exist within the Pride community.
EVENT ACTIVATIONS
After the campaign direction was finalized, I partnered with Heart & Soul Marketing to brainstorm activation ideas for the three Pride events that Giant was participating in: The Pride parade and street festival and the Pride Honors gala. Each of these presented a unique opportunity to create something special.
For the parade, we created concept mockups for a float inspired by the architecture of D.C. and similar urban spaces, and the community avatars in the campaign direction. Partnering with local vendor, Shaw Parades, the team was able to bring to life an incredible float, designed with floral accents, brick textures, and window panes with the "This is Pride" avatars and Giant branding.
INITIAL FLOAT CONCEPT mockup
FINAL CONSTRUCTED FLOAT AT THE PRIDE PARADE - photos taken by Viscul
For the street festival, we wanted to create an interactive element to include in the Giant booth to drive engagement from Pride attendees. We landed on a large scale sticker wall that would allow attendees to write their name on a variety of stickers and place them anywhere on the wall - essentially creating a "mural" of the community. The wall also included a floral panel to tie into to the parade float, with a message speaking to the importance of "This is Pride". In its entirety, the wall measured 20' wide x 8' tall, and by the end of Pride weekend, the Giant booth had driven over 10,000 attendees, with many of them contributing their mark on the sticker wall.
PRIDE STICKER WALL MOCKUP
FINAL CONSTRUCTED STICKER WALL AT THE PRIDE FESTIVAL - photos taken by Viscul
As a sponsor of the Pride Honors gala, Giant had a dedicated space for an activation piece for attendees to interact with. Given that this event was a festive formal event centered around LGBTQ+ contributions and recognition, we thought the best way to share one's individual style and have a shared experience at the event was with a selfie mirror. Mimicking the style of the avatars with the window pane motif, we designed a large mirror to be adorned with live florals. By partnering with Giant's interior decor team to build the mirror and members from Giant's in-store floral teams for the flower border, we were able to bring our vision to life. The mirror was also used at the street festival in addition to the sticker wall.
selfie mirror mockup
