Trojan Pride
Starting off with a bang at Toronto Pride, the first stop on Trojan’s nation-wide Summer of Pleasure Tour encompassed a massive custom-built parade float, an on-site consumer engagement experience and event-specific product promotion.
Client
Trojan Condoms
Agency
Diamond Marketing Group
Role
Graphic Design
Experiential Marketing
3D Illustration
Wetter is better! A rallying cry for pleasure at one of the world’s largest pride parades.
Between the growing criticism of corporate involvement at Pride, and the revival of the parade as a venue rooted in protest, it was important to approach our messaging with authenticity, and to avoid the cliched or disingenuous messaging that had become associated with corporatised Pride.
Trojan is a provider of sexual health products, so we leaned into a simple proposition: that healthy, safe intimacy can (and should) be fun. Sexual health is a sensitive and important topic at Pride, and Trojan had the opportunity to be a part of that conversation in an approachable, respectful and campy way.
Parade Float
The primary designed asset was the parade float. Trojan’s onsite product sampling showcase was a waterproof personal lubricant. Accordingly, we wrapped a flatbed truck in a vinyl underwater scene and even mounted an entire boat onto of the flatbed, setting a spectacular nautical stage for our dancers to engage the crowd.
I illustrated a bubble texture with a distinctly “lube-y” texture to cheekily insinuate what could be happening below the crop in a totally public-friendly way.
Instagram AR Filter
We conceptualized an augmented-reality filter for social media, that would extend the campaign’s engagement opportunities to include not only participants and observers of the parade, but also non-attendees.