Kearney: Pride that’s personal

Kearney came to us asking for a Pride campaign that could work across all of its offices, from LA to the UAE. With broadly different contexts and understandings of what it meant to be 'proud', how do you create a Pride campaign that's bold enough to matter but flexible enough to protect the people it's meant to celebrate?

I researched campaigns across a variety of contexts, paying close attention to ones that went beyond tokenism and brought attention to important issues. We developed a discussion guide and interviewed employees across Kearney's offices, focusing on people who had already supported LGBT+ rights within the company.

Pride happens because people dare to do something different, stepping out of a mould or expectation to be authentically themselves and challenge the status quo. With this in mind, we developed 'Proud Originals'—celebrating the people promoting community and pushing for inclusion within Kearney, whatever that looked like for them. The campaign rolled out across all socials and in all offices.