Challenge
For our second groundbreaking project with Depop, ON ROAD was challenged with creating an end-to-end campaign that supported and platformed the brand’s incredible LGBTQIA+ community. Initially created as a response to Queer History Month, our brief focused on the need to create something that served this community today – and in the future.
Approach
Our approach centred on uncovering authentic stories and working closely with the community to help tell them. We started with uncovering the needs of the LGBTQIA+ community, partnering with strategy pair Duology and creative lead Paddy Paddison to bring the richness of the insights to life. With clothing central to the way this community addresses the world, we wanted to create a platform to facilitate the entire community’s truest sense of self-expression. Our vision: to help every Queer person to have access to the clothing or style that lets them live most authentically.
Impact
The Queer community was at the heart of this project from beginning to end. Through this campaign, we aimed to return cultural and capital equity to Queer sellers. Encouraging users to share the #QueeronDepop hashtag to highlight Queer sellers, we created a series of films that focused on key themes discovered in the research phase. Although this project centred on creating a campaign for Queer History Month, really what we created was a platform by the community and a commitment to the community – now and forever.
