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Happy Pride

Agency Network: 
Published/Aired: 
June 2010
LCBO Print Ad -  Happy Pride

Description

The LCBO – a relatively conservative, government agency – wanted to run an ad in Toronto’s annual pride guide. When they reviewed the concepts internally, gay and lesbian staff immediately gravitated to the cheekiest concept.

Print advertisement created by GJP, Canada for LCBO, within the category: Public Interest, NGO.

Caption

Cheers
To bears that drink beer. And divas who turn tequila into mean margaritas. To motorbike dykes who prefer their whisky neat and hair wild. And bisexuals who can’t decide between Cabernet or Chardonnay. To those martini maestros—the guppies—who work their garnish something fierce. And all drag queens that hold lager with grace and élan. To the trans folk who navigate the divide like a rosé wine, brilliantly. And lipstick lesbians who swizzle up Moscow Mules, Singapore Slings, or even a Tokyo Tea. And cheers to those who say spritzer because it sounds sassy.
But most of all, cheers to you.
For Being who you are. and proud of it.

Advertising Agency: GJP Advertising & Design, Toronto, Canada
Creative Director: Alan Gee
Art Director: Lisa McCoy
Copywriter: Lino DiNallo
Production Artist: Patrick Conway
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Guest's picture

Amazing!

Guest
Guest's picture

Why I am proud to be Canadian - and to live in a country where a government organization would produce this ad. Well done!

Guest
Guest's picture

What a fun, feel good ad! Very surprising coming from LCBO.

Guest
Guest's picture

Really?

Guest
Guest's picture

Not bad. Copy would have been better without the over use of And to start sentences. Also the widow on the fourth line is a little sloppy.

Guest
Guest's picture

What widow?

A widow is a very short line – usually one word, or the end of a hyphenated word – at the end of a paragraph or column.

Guest
Guest's picture

I know I am being extremely picky, but that isn't a widow my friend - that would be an orphan. A widow is one word on it's own on a line, exactly what the guy above mentioned. I do agree they should have brought the "To" down to the next line.

Guest
Guest's picture

...though I can't believe it's missing the work "cocktail"...

Guest
raavigeorgian's picture

GREAT COPY

raavigeorgian
Activity Score 2444
Art Director at New Delhi
prs's picture

clever, really clever.

prs
Activity Score 210
Creative Director at Kathmandu, Nepal |

Don't follow the herd - be yourself!

Andrej's picture

Excellent copy. Well done.

Andrej
Activity Score 656
Copywriter
Guest's picture

I love it

Guest
TommyO's picture

What? Where? Who?!

TommyO
Activity Score 1866
Copywriter |

That's me!
http://resiseymilim.wordpress.com

Guest's picture

Awesomeness,

Guest
Guest's picture

Yes, this ad is a 10, awesomeness, and all those other superlatives mentioned above. Only if you work at GJP.

Guest
Carlos Garcia's picture

Nice writing.

Carlos Garcia
Activity Score 847
Copywriter at Zwela |

CG

adjunkie375's picture

The copy made me smile :) Well DONE! :D

adjunkie375
Activity Score 42
Guest's picture

Love it! So smart.

Guest
Guest's picture

Awesome!

Guest
Guest's picture

WD

Guest
the_lizard_king's picture

REally a great job wid da copy. This is One of the few ads which are heavy on copy and yet get aptly noticed. Spectacular. Just love it!!!

the_lizard_king
Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

Guest's picture

bisexuals aren't people who can't decide whether to drink Cabernet or Chardonnay. they are people who enjoy both.

Guest
Guest's picture

I love the copy! It has a great rhythm to it with the alternating "To" and "And", wrapping up nicely with a sentence that manages to use both within three words.

Guest
alphayo's picture

nice

alphayo
Activity Score 50
Rwanda |

alphayo aswani

dee_art-o's picture

great copy!!

dee_art-o
Activity Score 109
Graphic Designer
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