2021 Winner
SPECIAL JURY PRIZE FOR DIVERSITY & INCLUSION
MeritBrochures/Print Collateral
London Drugs
"Cards for All"
Rethink
"Cards for All"
Rethink
British Columbia prides itself as being one of the most ethnically diverse provinces in the country. Yet, Valentine’s Day cards don’t seem to reflect the market’s diversity. This gap led London Drugs and Rethink to create a line of cards where everyone can
feel the love.
The “Cards for All” collection was made up of 31 designs for everyone to share regardless of their sexual orientation, language or relationship. There were cards for LGBTQ+, as well as those in platonic relationships (for example, a co-worker or adopted child). There were also designs in Chinese, Farsi, Punjabi, Salish, and Tagalog – the most common languages in Western Canada outside of English and French. Cards were even offered in Braille.
To ensure that London Drugs represented, rather than spoke for, the communities they were addressing, the retailer and agency worked with illustrators who were a part of each community. Artists were given a consistent colour palette and font for the headline and the rest was up to them. The collection of cards each had their own story and authentically spoke to the community and artist, but overall felt like they were part of the same design family. And because the designers were influencers, they were able to share the initiative even further online.
feel the love.
The “Cards for All” collection was made up of 31 designs for everyone to share regardless of their sexual orientation, language or relationship. There were cards for LGBTQ+, as well as those in platonic relationships (for example, a co-worker or adopted child). There were also designs in Chinese, Farsi, Punjabi, Salish, and Tagalog – the most common languages in Western Canada outside of English and French. Cards were even offered in Braille.
To ensure that London Drugs represented, rather than spoke for, the communities they were addressing, the retailer and agency worked with illustrators who were a part of each community. Artists were given a consistent colour palette and font for the headline and the rest was up to them. The collection of cards each had their own story and authentically spoke to the community and artist, but overall felt like they were part of the same design family. And because the designers were influencers, they were able to share the initiative even further online.
Credits
CCO: Aaron StarkmanCreative Director: Morgan Tierney, Leia Rogers
Art Director: Jake Gauthier
Writer: Greg Kieltyka
Photographer: Eric Arnold
Studio Artists: Jonathan Cesar, Jan Day, Steve Holme
Printer: Light Visions Ltd.
Agency Producer: April Haffenden, Claire Khan
Strategy: Darren Yada
Account Team: Steph Hurl
Illustrators: Jake Gauthier, Charmaine Cheng, Liana Mascagni, Shona Massey, Karla Monterrosa, Ty Dale, Carson Ting, Cristian Fowlie, Sandeep Johal, Paige Bowman, Wade Janzen, Nomi Chi, Izzy Gibson, James Mackenzie, Hiller Goodspeed, Cam Spires, Dosh Osholowu, Katie So, Pamela Rounis, Alice Clair, Samantha Smith, Mustaali Raj, Caerina Abrenica, Dariush Ghaderi, Zachary George, Alex Bakker