Sydney Mardi Gras
Creative direction & design for national campaign | 2017
Working closely with Alana Hay of Milestone Creative, Sydney Gay and Lesbian Mardi Gras and the team behind My People My Tribe to develop a concept for the 2017 Sydney Mardi Gras. Featuring photography work by Josh Feeney.
Bringing the LGTBQI+ community to the front and using individual stories to shed light on the story of the wider community was the focus and key element in developing the brand language for this campaign. By collaborating with My People My Tribe, we infused the tonality and content of the campaign with real stories from people of all ages, and backgrounds within the LGTBQI+ community creating a truly authentic and raw approach to highlight our message of equality.
This campaign saw Cabinet involved in every step of the way from creative directing, to sculptural lettering, publications, advertising collateral and a social media campaign to promote the messaging and the event.