TMRA Studios

OVERVIEW

For Pride 2002, KAY Jeweler’s launched the 2nd iteration of their social first campaign encouraging their audience to Celebrate Every Kiss. Not just the love we share within the LGBTQ+ community, but also with our support systems, those who encourage us to live our truths. Together we’re changing our world to be more diverse, accepting and understanding. At KAY, we intend to do it one kiss at a time.

CLIENT KAY Jewelers

INDUSTRY Fashion

ROLE Tamara B (ACD), Michael Gutierrez, (Sr. AD), Candice McAfee (Sr. Copywriter)

AGENCY Zimmerman Advertising - 2022

Symbolism

When you shine light through a diamond, it refracts and forms a rainbow, a sparkling burst of color. How better, then, for KAY Jewelers to celebrate Pride by shining our light on the queer community? Inspired by the varied flags within the LGBTQ+ spectrum, we'll create shareable and interactive content, encouraging our audience to showcase their Pride and uplift others.

Celebrate love within the LGBTQ+ community through Every Kiss.

We created an ownable graphic element that will tie together all communication pieces and show our support of the LGBTQ+ community and its allies. The KAY lips will be used with a rainbow color scheme to drive home our celebration of Every Kiss. We'll keep the imagery feeling more organic, offering a mix of influencer/UGC and photography.

Launch Post

We'll launch our campaign on social with an inspirational IG Reels/Tiktok video celebrating all types of love. This will both spread awareness and raise funds for the Human Rights Campaign.

Along with this video, we would make a rainbow sticker emblazoned with our inclusive message to Celebrate Every Kiss.

Celebrate Pride Colors Video

We'll produce an animated video featuring the many Pride flags that represent the whole of the LGBTQ+ community. Keeping the focus on the #EVERYKISS lips allows us to spotlight how diverse the queer spectrum is, while making those who are a part of the community feel seen. Using the original Pride rainbow is our reco, since we will also feature the trans flag in the rotation.

We leverage Instagram’s donation button to give followers the opportunity to support the Human Rights Campaign.

Meaning in Every Kiss

Pride is a time when the LGBTQIA+ community can celebrate our lives and loves with one another and our allies openly. It's also a time to create more visibility and promote acceptance and understanding. A short social video showing beautiful candid images of people kissing, punctuated by what love means to them. Not only will this make our audience feel more seen, it will also challenge misconceptions or stereotypes commonly held by people outside of the queer community.

The user will be able to choose to use their image as-is or with a black and white overlay, and then select the word that best describes how their love makes them feel. This personalization will encourage people to engage with Every Kiss in a more natural and shareable way. This can also be a sticker with the same list of words as options.