Publicis JimenezBasic Philippines releases new Lazada campaign for Pride Month 2021 that says never apologize for who you are
Pride means never having to say sorry for being who you are, which is the core message of Lazada Philippines and Publicis JimenezBasic’s latest campaign for Pride Month 2021.
E-commerce giant Lazada Philippines and Publicis JimenezBasic have zeroed in on ‘sorry’ in its bid to address acceptance and inclusivity for the LGBQTIA+ community in its latest “Proud, Not Sorry” campaign.
The campaign kicked off with a digital film entitled ‘Apology’, which depicts stories from different members of the LGBQTIA+ community apologizing for being who they are. These stories reflect bigger and deeper issues that the LGBTQIA+ face: the continued lack of true acceptance and inclusivity.
“Part of what makes this Pride Month campaign inclusive and authentic are the people behind it: the agency team, the film director, and the actors were proud members of the LGBTQIA+ community,” says Neil Trinidad Lazada CMO. “It’s a true Pride Month campaign made by the members of the LGBTQIA+ for the LGBTQIA+ community.”
CHIEF MARKETING OFFICER: Neil Trinidad
AGENCY: Publicis JimenezBasic
EXECUTIVE CREATIVE DIRECTOR: Trixie Diyco
BUSINESS DIRECTOR: Raffy Parcon
CREATIVE DIRECTOR: Bia Fernandez Famularcano
ASSOCIATE CREATIVE DIRECTOR: Lowell San Jose
COPYWRITER: Ali Sadsad, Angel Santos, Raffy Raralio
ART DIRECTOR: Jen Mandia
DIRECTOR: Pepe Diokno