Congratulations to our winners!

We are excited to unveil the winners of the first-ever PrideAM Awards. Open to global applicants, this prestigious event recognizes outstanding achievements in marketing to and with the 2SLGBTQI+ community, emphasizing creativity, innovation, and genuine inclusivity in campaigns.

The PrideAM Awards celebrate exceptional marketing endeavours that transcend traditional norms, seeking more than just rainbows. Judged by esteemed Queer marketing professionals, the event showcases campaigns that have made a significant impact within the 2SLGBTQI+ community.

 

PrideAM Award – Scotiabank and Rethink for Pride Tape for All

The PrideAM 2024 is awarded to Scotiabank and Rethink for Pride Tape for All campaign – Marketers will often speak to a desire to be a part of culture, and this case shows how that’s done: through contributing to a community, on the community’s terms. Our unfortunate era of rainbow-washing is defined by brands borrowing our flag for performative statements; this work defies that convention, raising our flags to greater heights on our behalf, in forums where community is needed more than ever. Very importantly, the work reflects a long-term commitment for the brand, as an investment in customers and social progress.

 

Everyday Impact Award – Mastercard and McCann for Mastercard True Name

We assessed this work in terms of bravery, asking: Is it brave for a major marketer to apply a winning idea for inclusion in another market – after it’s been met with acclaim in another market first? The answer is a resounding ‘Yes,’ in this case. The challenges trans people face in modern times demand expanded commitment, manifested as support that helps people live their everyday lives more freely and truly. This work exemplifies creative utility and elevated self-expression, customized for a new market with its own unique voices and perspectives.

 

Unapologetically Queer Award – Singing Out and Publicis for Ooooooout of Home

In a world where 2SLGBTQI+ people are objectified and stereotyped to harmful excess, judges were reassured by this campaign that we can surpass those tropes. In the context of a clever wink towards powerful pleasure, we see that pleasure in the control of the singers themselves – living the sort of joy we can all find relatable and compelling. This work shatters harmful tropes and invites the world to sing along in an empathetic, supportive way.

 

The international, Queer judges were:

Chair: Genie Gurnani – Creative Strategy & Cultural Entertainment, The Walt Disney Co.
Nic Allum – Do the Werq
Quinn Anderson – Halifax Chamber of Commerce
Sam Archibald – Shortstop
Jefferson Darrell – Breakfast Culture
Jane Hope – Modo
Kaia Kim – Craft
Scott Knox – ICA
Ryan Murphy – M Booth
Graham Nolan – Do the Werq
Dan Towers – Dentsu

“These are the types of campaign that set the bar for 2SLGBTQI+ marketing. Now in Pride month 2024 we are witnessing the dialling back of Queer marketing so thanks to these brands and agencies for showing how it should be done,” — Scott Knox, founder of PrideAM.