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Most queer people still have trouble getting jobs and earning a fair wage. In fact, only 17% of businesses and companies in the Philippines have rules and regulations that are … read moreactually inclusive.
But when they open their own businesses, they don't get enough support either. You know it's Pride month when everywhere you look, you'd find a rainbow, pride shirt, colorful flag, or a unicorn. Suddenly, everyone looks supportive.
Agency: Publicis Jimenez Basic
If the LGBTQIA+ received a peso for every Pride merch they saw - it would be a great help. So why don’t we help make it happen?
IDEA
During the biggest Pride March in Southeast Asia, GCash helped turn colorful symbols into meaningful action.
Introducing
GCash
The QueeR Market
A campaign all kinds of rainbow merch - like tshirts, hats, stickers, fans, totes, and more were transformed into LGBTQIA+-owned restos, barbershops, spas, food stalls, and more.
EXECUTION
GCash designed numerous merch and paraphernalia with a scannable code. Once scanned, it will lead you to the QueeR Market site, where you can discover, search for, and buy from and support LGBTQIA+-owned brands, services, and businesses.
The brand then gave away these items for FREE during the Pride March.
Literally turning thousands of rainbow merch into tangible profit and exposure - that in turn helped in creating more jobs, opportunities, and money for the LGBTQIA+.
From pride merch to a pride market.
Everyone from every color of the rainbow loved the idea.
19.4M+
TOTAL REACH
2M
MEDIA IMPRESSIONS
1,428++
TOTAL UNIQUE SITE VISITS
IN 15 DAYS
<500K+
SPENT on PRODUCTION
10%^
INQUIRIES REGARDING GCASH
FROM BUSINESS OWNERS
So when you see a rainbow, don’t just wish on it. Scan it.
With the Queer Market, it could mean business for the LGBTQIA+.
read less...Client: GCash
Chief Executive Officer: Martha Sazon
Chief Marketing Officer: Neil Trinidad
GTM Lead: Jana Francisco
AVP for B2B Marketing: Kate Cruz
AVP for Sustainability: CJ Alegre
Comms Strategy Planner Manager: Lou Batac
Josh De Leon
Pau Soliman
Kevin Rivera
Agency: Publicis JimenezBasic
Executive Creative Director: Trixie Diyco
Group Creative Director: Bia Fernandez
Creative Directors: Mike Fernando, Hans Malang
Associate Creative Directors: Michelle Tuazon, Quebin Solanoy
Senior Copywriter: Raffy Raralio
Art Director: Leanne Angulo
Managing Director: Tats Cruz
Client Services Director: Missy Tolentino
Account Supervisor: Trish Remigio
Account Director: Alyssa Uy
Associate Planning Director: Ysabel Castro
Sr. Brand Planner: Carrie Server
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