GAP: SHARING PRIDE
brand strategy
FOR
Zalando x GAP
YEAR
2022
PARTNERS
NOWNESS — media collaborator
THE BRIEF
Increase awareness in European markets around GAP’s decades-long commitment to supporting the LGBTQIA+ community.
WHAT WE DID
Our strategy defined Pride as being more than a festival; it’s a milestone with deep political and social significance.
It advised GAP and Zalando to redirect the majority of the campaign budget into films authored by the community itself. Three LGBTQIA+ directors — Harun Güler, Zoe Lee, and Adam Munnings — each interpreted GAP’s core belief: the freedom to be yourself is the most profound form of joy.
The films were featured in collaboration with NOWNESS, a global leader in creative storytelling, who hosted a screening and panel event just days before Berlin Pride.
AWARDS
HARUN GÜLER — IN LIMBO:
● 2022 Winner Best Experimental, SHORT to the Point International Film Festival
● 2022 Finalist Special Category (Low Budget), CICLOPE Global Festival, Berlin
● 2023 Shortlist, Fashion Film Festival Milano.
ADAM MUNNINGS — A TRIP TO VENUS:
2023 Winner Best Documentary/Portrait, Berlin Fashion Film Festival.
