Barcelona Orgullosa Campaign
Our hands are unique. With our hands we caress but we also harm, we show love, and we also show hate. With our hands we make all types of things and we also touch almost everything. And most important, our hands are gender free!
I chose hands as my campaign heroes because with them we can express ourselves in almost every language or social context.
They say that half of our communication is
non-verbal and our hands contribute a lot for it.
The briefing was to create an institutional campaign for the city of Barcelona giving voice to the LGBTI collective and their rights. It was important to report the growing violence that this collective is living in Barcelona.
Illustrations:
Pride / Orgullo
For me, the idea of two hands connected celebrating victory is a very positive and powerful symbol, and also of pride. Being pride is not about dressing as a woman or put on some colourful clothes. It's coming out to the streets and feel free, happy and a winner! I wish that every person that decides to make Barcelona home feels this kind of pride!
Respect
Being respectful is accepting someone just the way they are. Represent this idea is a difficult task because it is very easy to fall on clichés such as an handshake. For me it was important to create a connection between the two hands and this connection was equal. These two connected hands represent the idea of acceptance and equality.
Protection
For me it was important to illustrate the idea of stoping an aggressive movement because of the LGBT context. It seemed important to me to represent Barcelona as a city that stands for you and stops violent or negative actitudes.
Colors and typography:
The typography created is an handmade version of DIN Bold Condensed. I wanted to create a more natural and human typeface, that was also a connection to the posters and street culture, reminding us the LBTI fights all around the world.
The colours are an adaptation of the seven pride colours.
Sketches:
Thank you!
