With this slogan, Peek & Cloppenburg* Düsseldorf started the official Pride month at the beginning of June.
The campaign focuses on three protagonists who make diversity visible in their city in their own way.
Prudence from Cologne is an artist, model, trans woman and ballroom dancer. The ballroom scene originally comes from the African and Latin American LGBTQ scene in New York and describes competitions with a mix of dance, drag, lip-sync and modelling.
Lou from Berlin was the winner of the first season Princess Charming. Today she is dating soccer player Sara Doorsoun. She is committed to ensuring that lesbian women can also be feminine.
Otto from Leipzig is Brazilian and dances in the Leipzig State Ballet. He has lived with his partner for 5 years and feels safe and accepted in the local community. For him it doesn’t matter whether you live in a big or small town, as long as you can publicly stand by yourself.
“Pride is where you are!” is intended to encourage queer people, no matter where, to live and love in their own way. “For me, local visibility means that queer people can find each other more easily and feel more seen. It doesn’t make you feel like a minority,” says Lou.
Recorded in the favorite places of their hometown, their own selection of current trends and their individual styling underline the personality of the protagonists. The campaign, which was developed by Kemmler Kemmler Berlin and shot by photographer Antonio Afonso, will be distributed in-store, online and via the P&C* social channels.
As a strong brand, cross-generational and with nationwide appeal, P&C would like to provide a platform for more authenticity, togetherness and acceptance. Diversity is a matter of course both internally and in external communication. As a family company with a tradition going back more than 120 years, P&C feels it has a responsibility to promote diversity and cultivate it as a key corporate value. Pride is not only lived in big cities, but takes place every day in every place. P&C can make an important contribution online and with over 65 sales outlets in Germany to promote visibility for the topic. June represents Pride Month worldwide; During this time, more communities come together to celebrate the freedom to be themselves. While parades and parties are held in different cities, Peek & Cloppenburg Düsseldorf focuses on queer people and their voices with this campaign.