In the midst of a global pandemic, it's not enough to express pride, this year pride also expressed resistance.
This year, the global pandemic and social isolation added another layer of vulnerability to the LGBTQIA+ community. Simply expressing your pride is not enough when people are dying. Pride also meant resistance so Absolut partnered with Batekoo to create a live event to celebrate pride virtually, promoting Absolut's special edition Rainbow Bottle of which all the proceeds went to non profits that support the LGBTQIA+ community.
SOKO + Absolut
Creative Direction Raphael Pavan
Art Direction Pleemo
Copy Raphael Pavan
Pride, amidst a global pandemic, meant resistance. How? By offering basic needs like shelter and food to LGBTQ+ communities.
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