#DENIMDAYWITHCELIO
MAKING A BRAND LOGO THE SYMBOL FOR A MOVEMENT
Context:
The Denim Day campaign began after a ruling by the Italian Supreme Court where a rape conviction was overturned because the justices felt that since the victim was wearing tight jeans she must have helped the person who raped her remove her jeans, thereby implying consent. The following day, the women in the Italian Parliament came to work wearing jeans in solidarity with the victim. Peace Over Violence developed the Denim Day campaign in response to this case and the activism surrounding it. Since then, what started as a local campaign to bring awareness to victim-blaming and destructive myths that surround sexual violence has grown into a global movement.
So, how could Celio, a men's fashion brand, do their part on this day? By using an unforgettable part of the brand identity - the Celio asterisk, which also just happens to be the universal symbol for "conditions apply" - as a powerful reminder that when it comes to consent, for "yes" to truly mean "yes", conditions always apply.
The Arnaz Effect aka the role I played:
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Single-handedly conceptualized the campaign
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Led and supervised campaign execution, influencer scripts, etc.
#WEARYOURPRIDE
TAKING THE CONVERSATION BEYOND JUST THE RAINBOW FLAG
Context:
Pride Month is all about celebrating diversity… 8+ sexual identities. Ironically, this is done with just one flag.
Everyone knows about the LGBTQIA+ flag.
But what most people don’t know is – different queer communities/identities have different flags.
So, how do we give each flag the attention it deserves?
By collaborating with queer content creators and having them wear their identity on their sleeve - by recreating the flag of thei identity, with their Celio look.
The cherry on the not-just-rainbow-colored cake? Since LQBTQIA+ people exist all year round, they deserve to be represented and celebrated all-year-round...which is exactly what Celio pledged to do.
The Arnaz Effect aka the role I played:
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Supervised campaign conceptualisation
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Led and supervised campaign execution, influencer scripts, etc.
