SYDNEY MARDI GRAS 2017

The theme of the year centred around the concept of Equality. A collaborative team, in partnership with Milestone Creative, conceptualised a brand identity that deeply resonated with the LGBTQI community. We achieved this by curating content from the "My People My Tribe" project, an archive of community portraits and stories, infusing the campaign with an authentic voice and stories of the community. These stories reflected moments of joy and triumph over challenges, ultimately creating a celebration of identity within the LGBTQI+ community. This approach allowed us to deliver a message of equality that was truly genuine and unfiltered. Eight ambassadors from the project became the centre of the campaign giving it a colourful and rich voice.

Throughout this campaign, Cabinet played an integral role at every stage, from providing creative direction to crafting sculptural lettering for the parade, developing publications, designing advertising collateral, and executing a compelling social media campaign.

CLIENT

MARDI GRAS

COLLABORATORS

MARDI GRAS

Milestone Creative

SECTOR

Creative Direction

National Campaign

Branding