The pandemic led to cancellation of Oslo Pride in 20 and 21. In 22, Pride was cancelled due to a terrorist attack. We were tasked with re-igniting love on behalf of DNB, main partner for Oslo Pride.
We created a sentence that was meant to define the whole concept: “Come as you are.” We wanted to encourage everyone to come and celebrate love. Whether you are attending Pride for the first time or as an experienced Pride participant, or if you are attending on behalf of someone else. The message was that no matter who you are, queer or straight, young or old, come as you are. Join DNB in celebrating love at Oslo Pride. We created a series of ads for DNB that supported this message, and also showcased them as a proud main partner of Oslo Pride. With DNB’s existing slogan “Love from A to Z,” “Come as you are” became a concept that aligned well with the clients own ambitions. We made 4 commercials for social media that were declarations of love to Pride and calls to be oneself, with the message to come to Oslo Pride just as you are. Accompanied by a specially adapted version of Sigrid’s “Mirror,” the films featured real people who showed themselves as vulnerable, genuine individuals.