overview
We empowered Postmates with the right blueprint to celebrate Pride with purpose—a dynamic campaign produced by an entirely-queer and diverse crew and casts, intentional production rooted in LGBTQIA+ history, and in partnership with Liberation Coffee House and the Los Angeles LGBT Center.
Say: Campaigns & Media
Photo, Video & Motion
Content Production
Media Strategy & Planning
Influencer & Partnerships
Challenge
In a sea of performative Pride campaigns, we wanted to break the mold with Postmates. How could we ensure Pride stayed meaningful and focused on amplifying the only voices that matter in this month?
Solution
With renowned photographer and activist, iO Tilette Wright leading the way, we told the story and importance of Cooper Do-nuts and created a moment where Postmates could give back—in more than one way—to the LGBTQIA+ community.
Reclaiming the legacy of the 1959 riot – an uprising many refer to as “Stonewall before Stonewall”, our bold portrait series put the faces behind LA’s modern LGBTQIA+ movement–the queer community, including trans, BIPOC, and elder voices–front and center. We then showcased them on wild postings and billboards throughout the city of Los Angeles during Pride, spotlighting them at the height of the celebrations.
When I’m asked to make Pride content by big brands, I ask for a few things: One, use as close to an entirely queer creative team as possible. Two, pay everyone on set. Let us cast actual diversity and center trans people, POC and elders. Three, tell a story that matters. Fourt, give the profit back to the community. I’m stoked to say Postmates did exactly that.
iO Tillett Wright
