Engaging the audience beyond
Bi Pride UK's mission is to create spaces where people who experience attraction beyond gender can freely celebrate themselves and their identities. Because their brand focuses on self-expression as the core value, it speaks loudly to zoomers and young millennials who are passionate, confident, and unapologetic about who they are. But, it can be off-putting to those who don’t see themselves as flag-wavers. So, in order to engage a larger (and more reserved) audience, we contradicted this value.
The final ad begins with a figure that remains unchanged no matter what label, group, or gender describes it, and ends with the tag We love that. This downplays the value of personal identity while emphasising acceptance, and unassumingly says — being Bi is more about expressing love than it is about self-expression.