PAYPAL 2023 CAMPAIGN BERLIN PRIDE
The 2022 PayPal it your way campaign included an experiential event. PayPal is a proud sponsor of Berlin Pride.
The PayPal it your way campaign would uphold PayPal’s authentic support for the LGBTQIA+ communities.
PayPal who are true allies to the LGBTQIA+ communities gave true
meaning to their corporate belief but also their new campaign line.
The campaign ran for a month, it involved social, paid media, Snapchat lense and the activation at the Christopher Street Day Parade in Berlin.
APPROACH
As true community allies, PayPal wanted to continue to do more to push against social wrongs and create actual impact beyond communication.
The goal was to help stimulate long-term change and position PayPal as the true champion and supporter of this shift in mindset and support.
We created an influencer campaign dedicated to education and showing our influencer’s journey.
Our influencers told their communities the individual story of their experiences as a trans* and non-binary person.
We addressed two specific and individual questions to each influencer and shed light on their way and personal path.
First, we created socially owned content to educate and share the stories of influencers.
BERLIN PRIDE
As part of the holistic campaign, we also developed an experiential activation for the
Christopher Street Day parade truck, which activated our snap chat filter and had lots of giveaways.
For the truck branding, we made use of the full gradient PayPal x Pride flag and cover
the truck's sides with sustainable-produced mini flags that can be ripped off.
On the back, we see that year’s CSD motto.
On the side of the truck is our campaign motto, a QR-Code that leads to the donation
the landing page of Bundesverband Trans* e.V. and the Snapcode to the CSD lens.
MERCH
Of course, there was merch! As the parade got underway, we gave away lots of cool, specially designed pride must-haves such as sustainable glitter, fans and temporary tattoos
Creative Directors: Ramona Junggenburth + Bradford
Accounts: Marusja archipov, Kriszta Csala & Diana Mueller
Art Directors: Alexandre Levesque, Rasmus Langen
Copywriters: Jaydee Nujsongsinn, Xenia Lang