Clients are constantly tasked with DEI initiatives and every June PRIDE is always a topic of discussion. Especially in a politically charged climate, Nissan wanted to show support and highlight their work with the LGBTQA+ organizations they partner with along with the in-house efforts they are making toward inclusivity.
However, they also have quotas and sales targets to meet and had to somehow work in a new vehicle launches specifically towards and younger, bolder demographic. So, with all those sub-plots, how do you create content that remains and feels authentic and not just become another “pride spot”.
Simple… for the people, by the people.
To produce an authentic and honest campaign that didn't feel like another marketer leveraging a human initiative to sell something, we careful cultivated an entire crew of LGBTQA+ allies and creators to speak on behalf of this community and highlight them appropriately. We encouraged everyone to share personal experiences, which further molded the content, making it rich with raw and emotive touches, and allowed us to speak freely, never being contrived or forced.
We also emphasize that pride is not a day or month but a journey, filled with twists and turns and to truly support this community you are there for all of it, not just key moments. We paired our fleet of vehicles with those small life moneys that truly matter, further reinforcing the creative campaign platform…
"Wherever you go, whoever you become, Nissan is proud to show our support for the LGBTQ+ community. Keep being you, we’re here along for the ride."
