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WE DON’T ALWAYS MARCH STRAIGHT.
Usually when The Swedish Armed Forces paint their faces it’s to camouflage themselves. During EuroPride 2018 they wanted to do the opposite – they wanted to be seen. They wanted to make a statement with the potential to echo across Europe to show that they stand up for the values they’re tasked with defending, and the equal worth of all people regardless of their sexual orientation, gender identity, or gender expression. We created a campaign based on one image complemented with a strong copy to convey a message that couldn’t be overlooked.
WE DON’T ALWAYS MARCH STRAIGHT.
Usually when The Swedish Armed Forces paint their faces it’s to camouflage themselves. During EuroPride 2018 they wanted to do the opposite – they wanted to be seen. They wanted to make a statement with the potential to echo across Europe to show that they stand up for the values they’re tasked with defending, and the equal worth of all people regardless of their sexual orientation, gender identity, or gender expression. We created a campaign based on one image complemented with a strong copy to convey a message that couldn’t be overlooked.
Epica Awards 2018 – Corporate image – Silver.
ACT Responsible Tributes 2019 – Human Rights – Bronze. Campaign for The Swedish Armed Forces during EuroPride in Stockholm 2018.
